RUSH
"It's go time."
the situation
RUSH’s on-demand virtual care had more bandwidth than they wanted, so they engaged the Motion Agency for a campaign to drive awareness in their on-demand virtual care services and generate a lift in appointments.
With the holidays fast approaching and winter weather already affecting public health, the faster we could be in market, the better.
the acceleration
Motion quickly crafted a strategic messaging platform that was simple and flexible enough to address the many different reasons someone might need to see a provider – and specifically those conditions best suited for virtual consultations.
The messaging platform and subsequent campaign was called, “It’s Go Time,” a familiar colloquialism intended to provide that friendly nudge people sometimes need to seek treatment… in an approachable, non-judgmental way. This short video details how we brought the messaging platform to life with a highly targeted and integrated campaign.
The integrated campaign consisted of radio, OOH, transit boards, geotargeted digital display, organic social, and landing page graphics. Motion produced and released all campaign assets within the span of just two weeks before the holiday.
What made the campaign particularly effective was how we maximized the OOH buy with dozens of unique ads, including Spanish translations, for placement along Chicago’s elevated train routes, strategically exposing riders to as many different ads as possible.
The different lines of copy subtly reinforced the point to the campaign – that there are countless reasons to see a medical provider, and that YOU may have one now. Large QR codes made it easy for passengers to find and book a provider.
The campaign was also easy to extend when opportunity knocked. As a winter storm approached, we quickly cranked out weather-related messaging for social media, taking full advantage of our flexible platform and customizing our campaign for the moment.
the results
After a few weeks, anecdotal feedback started coming in. In addition to making an attractive branding splash all over the Chicago metro area, we’d inadvertently shut down their online booking portal as it was receiving 4X the typical traffic.
In addition to site traffic, appointments also jumped nearly 28% over a 3-month period year over year. The campaign was named a finalist in the prestigious MM&M health care industry marketing awards. And because it was so successful, they relaunched it a year later for another paid social push.
4x increase in traffic
to appointment scheduler page
215% increase in unique page views
over a 3-month period YOY
28% lift in virtual appointments
in the first 90 days of campaign
