CASE STUDY

Using psychology marketing to drive signups for new TeleCare offering during COVID-19

One of the largest urgent care clinics in the nation, with 200 facilities across 26 states, is treating nearly 3M patients a year. Intermark has been a long-time agency partner for AFC supporting paid digital, video and television media, SEM and paid social media efforts, and more. 

Key challenge: American Family Care asked Intermark to help launch and promote its new TeleCare telemedicine video visit offering in response to COVID-19.

Key psychological insight: Consumers feared risk of infection and needed a safe, and convenient alternative to going to their doctors’ office. AFC’s TeleCare campaign addressed consumer fear through messaging that communicated safety, quality and convenience, while adhering to their corporate brand promise of ‘The Right Care, Right Now.’

Strategy: Intermark helped AFC quickly adapt its marketing strategy in response to COVID-19 through development of a new TeleCare campaign. The campaign was focused on growing TeleCare patient sign ups as well as sustaining and or growing in-person patient visits as needed as well during the pandemic. The campaign also announced the availability of Abbott’s COVID-19 quick test at AFC urgent care centers.

Executional elements: Our services included a combination of paid digital, video and television media, SEM and paid social, and more with a focus on markets including Alabama, the Florida Panhandle, Atlanta and Nashville from March to May in 2020.

TeleCare Campaign Results: 

  • 66% increase for in-person visits
  • 22M impressions 
  • Identified new and emerging markets based on demand

American Family Care

CASE STUDY

Using psychology marketing to drive signups for new TeleCare offering during COVID-19

One of the largest urgent care clinics in the nation, with 200 facilities across 26 states, is treating nearly 3M patients a year. Intermark has been a long-time agency partner for AFC supporting paid digital, video and television media, SEM and paid social media efforts, and more.

Key challenge

American Family Care asked Intermark to help launch and promote its new TeleCare telemedicine video visit offering in response to COVID-19.

Key psychological insight

Consumers feared risk of infection and needed a safe, and convenient alternative to going to their doctors’ office. AFC’s TeleCare campaign addressed consumer fear through messaging that communicated safety, quality and convenience, while adhering to their corporate brand promise of ‘The Right Care, Right Now.’

Strategy

Intermark helped AFC quickly adapt its marketing strategy in response to COVID-19 through development of a new TeleCare campaign. The campaign was focused on growing TeleCare patient sign ups as well as sustaining and or growing in-person patient visits as needed as well during the pandemic. The campaign also announced the availability of Abbott’s COVID-19 quick test at AFC urgent care centers.

Executional elements

Our services included a combination of paid digital, video and television media, SEM and paid social, and more with a focus on markets including Alabama, the Florida Panhandle, Atlanta and Nashville from March to May in 2020.

TeleCare Campaign Results

  • 66% increase for in-person visits
  • 22M impressions
  • Identified new and emerging markets based on demand