How we helped one of Colorado’s largest primary care provider quickly launch a digital campaign to respond to the COVID-19 pandemic.
Moments of crises require adaptability and creativity. And that’s how Associates in Family Medicine – one of Colorado’s largest primary and urgent care provider – met their patients’ needs at the start of the COVID-19 pandemic.
How do your provide quality healthcare when your patients can’t see their providers? Bonfire Effect helped AFM answer that question by launching a digital campaign to increase awareness of their Virtual Visits, which allow patients to access same-day primary or urgent care right from home.
With protocols changing rapidly and the need for clear and quick communications, we produced a fast-turn video recorded via a Zoom conference call. The Q&A-style video featured a local provider answering commonly asked questions about Virtual Visits, and gave the client an easily shareable asset for their website and social media platforms. A social media campaign, series of digital display ads, solution landing page with information on how to schedule an appointment, and custom photography were all developed to help increase awareness of Virtual Visits and to ensure that patients felt confident about where and how to get access to quality healthcare in uncertain times.
The Effect
From August 2019 through February 2020, AFM had performed less than 50 Virtual Visits. With the awareness campaign launched and at the height of quarantine, AFM saw more than 400 patients via Virtual Visit on a single day, with majority of the leads tracked back to digital campaign efforts. Even with the easing of restrictions and access opening up, Virtual Visits still comprise nearly a quarter of all visits today. The response to the AFM campaign shows that speed and flexibility are the new normal in effective marketing communication and can pave the way for improved service post-pandemic.
