Integrated Campaign Drives Clinic Volume, PCP Selection
Within six months of launch, CityLife Neighborhood Clinics realized a 232% increase in CCP members, a 331% increase in its PCP panel, and more than 1,200 people had accessed its clinics for walk-in care.
Ampersand Health was launching a new concept in Philadelphia called CityLife Neighborhood Clinics. The Clinics were designed to bring team-based, holistic primary care and social service connections to consumers 60 years of age and older in West Philadelphia who have a household income below $40,000, with an emphasis on under served African American women and their adult children.
In a crowded market, targeting a very hard-to-reach, niche portion of the population, we centered a go-to-market campaign for CityLife Neighborhood Clinics on the concept of “Proud” to build a community movement to improve health in Philadelphia neighborhoods by bringing together community volunteers, social workers, local businesses, community organizations, churches, and clinicians. We developed a go-to-market brand launch strategy and campaign, which included: ad concept and development and a comprehensive, integrated marketing communications plan to support the Clinic’s launch internally and externally.