The Polyclinic Specialty Care Advertising Campaign

Urban street view showcasing a mix of modern and historic architecture, with tall buildings and trees lining the sidewalks in a vibrant city setting.

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Specialty Care Campaign

Stacy Hill
Director of Marketing and Communications
The Polyclinic

Patients just don’t have the time (or tolerance) to see their regular doctor for every symptom. More and more patients want to self-refer directly to a specialist.

Problem

Transit Ads, Pandora Radio, Digital Advertising

Reward the customer with a tongue-in-cheek, year-round ad campaign designed to make them stop, smile and think about The Polyclinic for specialty care. As a bonus, show people The Polyclinic has a healthy respect for a patient’s intelligence, unlike most of the “sea of health care sameness” in the market.

Solution

Blue public bus with a promotional wrap featuring the text "Tennis elbow" at a traffic light, surrounded by green trees.

Bus advertisement for a primary care clinic featuring the slogan "Let's get (a) physical, physical" promoting health services.

Seattle Metro bus 4365 displaying "TO TERMINAL" route sign, featuring an advertisement for gastroenterology services with the slogan "Trust your gut." The bus is part of the electric trolley fleet, captured on a city street with pedestrians nearby.

76% increase in awareness
16% Increase in appointment
57% in free media

76% increase in brand awareness over multi-year campaign, while being outspent 6:1
16% Increase in Specialty appointments since campaign launch
57% in free media via overrides

Results

Broadcast, OTT, Social, Pre-roll and Cinema Advertising

Sound on

Black silhouette of a cat sitting gracefully with its tail curled around its body, showcasing a minimalist design suitable for pet-related content.

Ultra Super King Bus Advertising

Urban transit station interior featuring a bus arriving at a platform, with passengers waiting and illuminated signage. The modern architectural design includes high ceilings and multiple levels.

Interior view of a modern subway station featuring passengers waiting on the platform, digital schedule displays, and colorful advertisements on the walls promoting various services.

Subway station platform at University Street featuring advertisements for The Polyclinic, promoting services in podiatry, plastic surgery, travel medicine, and urology, with a commuter walking by.

Map showing the location of The Polyclinic, part of Optum, with nearby landmarks and streets for easy navigation.

Laptop displaying a digital map with a highlighted location, showcasing navigation features and user-friendly interface for easy access to directions and nearby places.

Dynamic Distance Locator Advertising

University Street Station Domination