Changing up a proven direct mail tactic with a new channel to deliver value to our patients

The opportunity? We wanted to drive more awareness of one of our Urgent Care locations.

For the last three years the business had sent the same refrigerator magnet as the value driver. When I took over this part of the business, I saw an opportunity to change things up.

With the remodel of the urgent care we took that as our opportunity to do something different.

The solution? Create a new value driver and use texting as a new channel for engagement. Customers could text “VIDEO” and we responded with the virtual tour video of the newly remodeled facility.

Deliver more to our patients. But we didn’t stop there. We understood that there was a need for our consumers to know where to go for care. So we packed a lot of punch in our direct mail piece, providing education to build trust while testing our new texting call to action.

Great work is never done alone!

One of the coolest thing working at OhioHealth is that we have a very talented internal creative agency. Shout out to the head of content when this piece was created, Luke Russell and designer Ashley Foley for turning the strategy and vision into a reality.