GoHealth Urgent Care
turn consumer uncertainty into confident care
overview
GoHealth Urgent Care operates over 250 on-demand care centers nationwide. Through joint venture partnerships with prominent health systems, they provide high-quality, connected care on a walk-in or virtual basis 365 days a year. Despite their year-round accessibility, demand for urgent care rises during “peak sick season” from mid-fall through winter, presenting a unique opportunity for GoHealth to serve more patients.
As they sought to increase patient volume, GoHealth turned to Austin Williams for help cutting through a crowded marketplace… and a sea of post-pandemic misinformation.
Our research-driven creative campaign did just that. Powered by strategic media planning and real-time optimizations, we engaged and educated audiences nationwide on upper respiratory infection (URI) care for cold and flu, strep throat, COVID-19, RSV, and more – inspiring thousands of patients to choose GoHealth at the first sign of sickness.
MEDIA STRATEGY
Spark growth locally and nationally
AW’s work on GoHealth’s URI campaign marked a new milestone in our relationship. Proving ourselves to be a valued partner in GoHealth’s success since 2022, we expanded our initial engagement from media planning for just one joint venture to a comprehensive nationwide campaign in seven highly competitive markets.
Conducting extensive research to understand these new territories, AW developed a strategic, data-driven media plan. To drive awareness and growth, we utilized a mix of traditional and digital channels, including programmatic display, streaming audio, CTV/OTT, and digital out-of-home. Real-time optimizations were made to shift impression volume to the top-performing sites, platforms, and placements.
Today, we continue to manage media in these seven markets and provide ongoing support for new center openings as part of GoHealth’s expansion efforts with proven entry strategies.
INTEGRATED MARKETING CAMPAIGN
Care that's easy to trust and even easier to connect to
No one wants getting sick to disrupt their life, but some feel that getting care can be even more disruptive. It’s why many turn to the internet for answers, whether they’re “googling” their symptoms or crowdsourcing their social media followings. Still, most leave more confused and overwhelmed than when they started. Our campaign puts those consumer habits on full display.
With two unique executions, the creative centers around the digitally driven behaviors of our target, the household healthcare decision-maker, to deliver a powerful challenge: Stop Guessing. Just Go. By leveraging the platform’s built-in call-to-action, the messaging urges prospective patients to tap into reliable care from GoHealth just as easily as they search online.
Video
Radio and streaming audio
DIGITAL OUT-OF-HOME
When patients are just around the corner, be there
With strategic placements in high-traffic areas near GoHealth Urgent Center centers, we were able to meet prospective patients where they were in their daily routines, from commuting to shopping.
This approach was particularly effective in supporting GoHealth’s new market entries, where visibility and accessibility are crucial to building awareness. Plus, the proximity of units to centers encouraged immediate action, with individuals more likely to visit a nearby center after seeing the ad.
DIGITAL
Turn impressions into appointments
Utilizing an integrated approach across digital platforms, display and social ads drove conversions with compelling creative that boosted click-through rates (CTRs).
Within each of the seven markets we manage, AW defined specific audience segments for each region and research-backed placements, yielding prominent impressions among targets.
Outcomes
The campaign, which ran across the United States, drove the following results in GoHealth’s seven key markets within the first six months:
420M
total impressions
22%
CTR improvement
296%
increase in urgent care visits attributed to media