Challenge

According to the Urgent Care Association, in 2014 there were 6,100 urgent care clinics in the United States. Of those DocuTAP had less than 10% under contract, and were seeking ways to grow their market share substantially. The DocuTAP brand name was well known with smaller urgent care clinics (1-50 clinics), however, not as well known in the larger markets and healthcare systems (100+ clinics). We sought to change this dynamic through Growth Marketing and Brand Development strategies and tactics. Additionally, DocuTAP had an image and brand perception challenge. Everyone knew them as the start-up, not the de facto choice in urgent care.

Urgent cares are convenient, on-demand care clinics designed to serve a wide range of acuities. They are similar to an Emergency Department at a hospital, but without the high cost associated. The primary demands of speed and convenience make it important to have efficient software from the front desk, patient interaction, and back office. This made DocuTAP and the products and services paramount to the clinic’s success.

Solution

We updated the marketing and communication plan. Then tackled a visual update to the brand and marketing communication tools—new custom photography, a refresh to the website, marketing materials, and digital display ads. We chose to focus on telling the DocuTAP narrative—reduce staff time, patient door-to-door times, increase patient satisfaction scores (Net Promoter) and reduce overhead costs by utilizing DocuTAP SaaS Suite (EMR, Practice Manager, Patient Engagement, and Business Analytics).

We began with an overview of all the assets currently in use by the sales and marketing teams. What we found was a fragmented content and visual communication style. To help clarify, we conducted a brand study with internal and external stakeholders—we interviewed everyone from the CEO, Eric McDonald to newly signed urgent care clinics.

For the second phase we designed a new website. The focus was ease of navigation, a best-in-class user experience (UX), visually rich storytelling and content, SEO strategies, and website speed.

The website served 3 primary functions:

1. Lead-generation

2. Content repository

3. Retargeting opportunities

Lastly, we focused on digital advertising, direct mail, and account-based marketing (ABM) efforts. Overall this built brand recognition and lead-generation efforts for the marketing and sales teams.

Website update

After successfully re-launching docutap.com, we analyzed the results. We were pleased to find an increase in visitor traffic (833%), and also a large increase in interested new urgent care clinic leads. We saw a substantial increase in revenue during a 2+ year period. The attribution of which included several marketing campaigns, advertisements, and direct mail campaigns, trade show events, and sales.

Marketing Lead-generation:
Campaigns & Lead-magnets

DocuTAP found enormous success in utilizing thought-leadership in the form of tip sheets, checklists, case studies, and white papers.

*Update: DocuTAP was acquired by the private equity firm Warburg Pincus in August 2016. And then merged with competitor Practice Velocity in late 2019 to form Experity Health (ExperityHealth.com).

Results

During a 3 year period from 2014-2017, DocuTAP saw incredible growth. Although marketing and strategy had something to add to that narrative, it was not the full story. DocuTAP is a classic startup that raised capital to exponentially seize growth opportunities.

• Revenue increased by 1,250%

• Contracts signed grew by 367% YOY

• Increased MQLs by 1,328%