The urgent care market has become crowded and commoditized, fostering patient apathy and a lack of brand loyalty. AFC set out to break through this clutter and redefine what urgent care can be. Their logo, shaped like a plus sign, inspired the campaign tagline, "Urgent care. Plus so much more," a phrase that captures both their comprehensive services beyond typical urgent care and their commitment to treating patients with humanity and compassion.
Grounded in real customer reviews, the campaign uncovered a critical insight: patients crave more than convenience. They want to feel heard, cared for, and understood by providers who see them as more than their symptoms. By connecting AFC’s broad service offerings to the genuine care they provide, we crafted a message that resonates on a deeply personal level. Extensive testing refined the creative, ensuring it authentically reflected what patients value most.
The result? A meaningful, distinctive campaign that rises above the noise, inspires trust and loyalty, and positions AFC as the leader in setting a new standard for urgent care—care that’s not just fast and convenient but also compassionate and human.
