Putting a bold new face on retail healthcare
In August 2017, Piedmont Healthcare took over 27 Walgreens retail clinics, providing on-site services under the new brand Piedmont QuickCare at Walgreens. With the Atlanta retail care marketplace both crowded and mature, it was important for Rauxa to find strategic positioning that could set Piedmont apart—leveraging the brand’s local popularity along with the ubiquity and trust of Walgreens.
In the end, one insight rose above the rest. The competition for walk-in clinics isn’t urgent care centers or primary physicians—it’s doing nothing at all. Based on extensive research and analysis to determine the insights that drive brand choices in the category and market, Rauxa settled on a true “blue ocean” brand platform: on-demand care in a familiar place.
Knowing that the need for retail healthcare is acute, our media strategy focused on “walk of life” intercepts: out-of-home, geotargeted paid search, programmatic digital advertising, and paid social. And the creative delivered a consistent, reassuring message that brought together the best of both brands: quality care you’ve come to trust from Piedmont, at the place you’re already stopping for life’s little essentials.
Rauxa delivered the entire campaign—strategy, creative, media and measurement plans, and an integrated analytics platform—in less than two months. With its success, Piedmont had a new go-to-market approach for future brand extension and expansion. And Rauxa was named Piedmont’s direct response agency of record.