WellStreet Urgent Care was formed to build and manage a chain of high-end urgent care centers that offer walk-in, extended-hour access for non-life-threatening acute injuries and illnesses. Through its centers, WellStreet Urgent Care is focused on creating a superior patient experience through the delivery of convenient, comfortable, high-quality medical care. 2 Right Brains was engaged to create a name, brand and web presence to prime this new company for market entry.
2 Right Brains has been a great find for us. In today’s competitive market, we needed a full-service creative partner to keep us ahead of the curve. From logo development, collateral, web presence, and SEO to digital marketing, we found that partner with 2 Right Brains. From the inception of our logo to brand strategy, identity and experience, John and the team made sure all our needs were met. They kept us informed about technology and tools that, in addition to driving patient volume, allowed us to measure and track impressions and the efficacy of our multi-channel marketing efforts.
— Justin Wildhaber, Chief Operating Officer – WellStreet
With their street location representing the most prominent, potent piece of their marketing exposure, WellStreet engaged 2 Right Brains to assist in its architectural plans, producing signage and street appeal for the physical brick and mortar locations. We also helped them develop and execute a pre-launch web strategy to prime the pump before their doors were open. Signage included billboards, posters, in-store banners and window appliqués, all announcing the newest urgent care provider in town – WellStreet.
From the beginning, WellStreet Urgent Care primarily targeted “soccer moms,” with the goal of rapidly growing a population base that would share the brand, digitally on social media and through word of mouth. 2 Right Brains helped to fan the flames using a series of direct mailers, couponing and mobile alerts centered on key seasonal health and wellness events, such as back-to-school, summer vacation, holidays, and flu and allergy seasons. In-store, promotional materials confirmed the visitor’s decision to trust WellStreet by reinforcing the quality of staff, availability of services and current promotional offers.
The heart of a compelling branding campaign is a good story, one that engages the audience, places them in it, and continues to involve and connect with customers. The “Go-Stoppers” Campaign was created to provide story angles that can spin in numerous directions, keeping the campaign fresh and on message: Come to WellStreet and the minor medical events that keep you out of the action will be promptly dispatched, so you can be “well on your way.” The campaign incorporated creative illustrations of various health “monsters” who become the “bad guys” WellStreet defeats on behalf of their patients. Flu Ed, Feverish Francis, Spizzo the Sprainiac, Bugbite Booty, etc. are all part of the gang of the “Go-Stoppers” who keep you from going on with your life activities — and WellStreet helps you defeat them.