Challenge
In 2014, there were 6,100 urgent care clinics in the U.S., but DocuTAP had contracts with less than 10% and wanted to increase its market share. While smaller clinics recognized the DocuTAP name, it wasn't as familiar in larger markets and healthcare systems. We aimed to improve this through Growth Marketing and Brand Development.
DocuTAP faced a challenge with its brand image; it was seen as a start-up rather than a top choice for urgent care. Urgent cares offer convenient, on-demand medical services similar to hospital emergency departments but at lower costs. To meet demands for speed and convenience, efficient software for front desk, patient interactions, and back office functions is essential, making DocuTAP's products and services crucial for clinic success.
Solution
We updated the marketing and communication plan and refreshed the brand's visual identity. This included new custom photography, an updated website, marketing materials, and digital and analog campaigns. Our main goal was to highlight the DocuTAP story—which focuses on reducing staff and patient wait times, increasing patient satisfaction scores, and lowering costs using the DocuTAP SaaS Suite.
We reviewed the current sales and marketing materials and noted a lack of consistency in content and visuals. To improve, we conducted a brand study with input from various stakeholders, including our CEO, Eric McDonald, and new urgent care clinics. In the second phase, we designed a new website emphasizing easy navigation, a great user experience, engaging storytelling, SEO strategies, and fast loading times.
The website served 3 primary functions:
Lead-generation
Content repository
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%
“If you’re not a believer that good marketing and design impacts the success of your company, hire Justin his work will change your mind. You will not find someone more intentional and thoughtful about what the customer is thinking and the product you are building.”