When a customer is experiencing an illness or injury, they want care right now. It’s up to them to choose the health care option that’s right for them. Unfortunately, when customers are faced with this need, 65% are making the wrong choice by instinctively turning to emergency care for non-life-threatening illness and injury. Instead, they could have been treated somewhere much more convenient, at a much lower cost. BayCare noticed that customers were often overpaying for emergency care of low-acuity conditions that could be easily treated at an urgent care or via telemedicine. As the market’s leading health care provider, BayCare stepped in to educate the community in a way that would help customers stop and think about the available options so they’d be able to make the right choice for them.
This idea began its journey down ad lane as a simple brief asking for one print ad that may help dissuade people from immediately heading to the emergency room when they might be better served by a visit to an urgent care center. The real inspiration for this campaign is pain, or rather degrees of pain. The more pain, the more likely you should get your butt to the ER. It’s really that simple. The more we get our patients to ask the question “is it urgent or is it an emergency,” the more likely they are to make the right care choice. And the way we get people to ask this question is by making the message memorable, simple, and hopefully really damn funny.
The clever ads have gotten a positive reaction, and people are talking about them, which is, of course, the whole point. They went viral on social media. After an Imgur user shared photos of the billboards, they gained even more traction and encouraged even more conversation.