Case Study: Urgency Room
A new category of care.
Redefining the emergency room experience.
The Issue
As the organization that provides area hospitals with ER doctors, the Emergency Physicians Professional Association (EPPA) had inside knowledge of a major issue: 3 out of 4 patients who visit an ER don’t actually need hospital-grade ER medical attention. Their solution? Develop freestanding clinics that were faster and cheaper than an ER, yet offered the best medical care for anyone who didn’t need an ambulance. But they weren’t sure how to position it in the market . . .
The Insight
The most important question regarding the positioning of this new entity was: is this an alternative to an urgent care clinic, or an emergency room? Since the perceived quality of ER care is much higher than an urgent care facility, we recommended that they firmly stake out territory as close to an ER as possible (and pull the plug on their original name “Medicor,” which wasn’t resonating).
The Solution
To quickly communicate the convenience of an urgent care clinic with the expertise of an ER, we coined the term Urgency Room (UR). And since the two biggest complaints about ERs are long waits and high prices, we addressed those head on in our brand launch.
Who you gonna call?
One of the first challenges the UR faced was making the public aware of when to use the UR and when to go straight to an ER. We developed a simple digital campaign that used a little personality to make the distinction.
Results
Spyglass created a brand that not only helped launched The Urgency Room, but had true staying value. Drive down any of the Minnesota interstates, and you are bound to see a billboard with a wait time noted in the corner. No more keeping people guessing!
Deliverables
- Name
- Logo
- Identity & Brand Guidelines
- Print and Digital Advertising
- Space Design
- Website
- Monitor Display Design