Jones and Thomas Puts Convenience into Christie Clinic's Convenient Care Marketing
Christie Clinic - Convenient Care
Service Line Marketing Campaign
Situation
As a part of its consistent growth, Christie Clinic entered into a joint venture with Champaign-Urbana’s largest supermarket chain (County Market) to open a walk-in Convenient Care clinic in one of its area stores. Christie was the first provider in the market to deliver healthcare in this manner.
Primary Goal
In addition to launching the walk-in clinic, a campaign was needed to leverage this clinic to enhance the Christie brand image: Christie Clinic provides healthcare in a caring, compassionate, and patient-friendly manner.
Marketing Solution
To enhance the Christie brand, an extension of the branding campaign was developed, utilizing television, radio, newspaper, and high-visibility outdoor billboards, including the market’s first electronic billboard.
To drive immediate traffic to the clinic, a direct mail piece was sent to all holders of the supermarket chain’s frequent shopper card. The mailers were targeted regionally in the areas surrounding County Market and mailed when the clinic opened. Part of this mailing included a detachable magnet with the clinic’s hours and locations, for quick reference.
Highlights
Increased traffic at Convenient Care locations in County Market.
Focused on convenience.
Maintained brand identity.
Significantly increased patient counts.
Services
Advertising strategy, media strategy, direct mail, video production, public relations