rebecca tremblay
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Rooted in market research, the brand platform was put to the test as the team developed characters and scripts. This intense scrutiny and deep collaboration resulted in a very strong, robust foundation that was able to carry the brand forward across the funnel.
What began as one of several ideas from the creative team became a collaborative effort to define the MD Now brand as it solidified current territories and launched into new ones. Working closely with the client, Dr. MD Now’s character came to life as the personable authority with a sense of humor and trusted expertise.
To be successful, this concept needed to go beyond just a character—an entire world needed to be created that affected every touchpoint. What emerged was a more concrete brand messaging platform with the ability to scale.
The targeted, multi-channel approach that painted the town red was a glowing success. Patients walked in to nearly every location asking to see Dr. MD Now personally and the urgent care witnessed an uptick in visits and brand awareness.
The robust consumer funnel of CTV, social, OOH, emails, landing pages, and other branding efforts became the roadmap for winning new territories.
The Dr. MD Now campaign helped MD Now expand from 50 locations to what has now become 110. This rapid growth potential attracted HCA Healthcare who acquired the company as the guiding light to their fledgling urgent care holdings. HCA has since transitioned some of their other urgent cares to MD Now clinics and adopted much of the successful marketing ecosystem strategy.
