Texas’ largest pediatric care clinic chain was the first to pioneer virtual pediatrics and needed a clear brand strategy and new fresh virtual service identity to connect their endearing ‘Dr. Duck’ to parents and their littles ones no matter the bump, bruise or ouchie.
Urgent Care for Kids has enjoyed success as Texas’ largest pediatric care clinic chain since 2011 and was the first brand in the nation to launch on-demand virtual pediatric care in 2018. On the leading edge of America’s telemedicine revolution, Urgent Care for Kids reached out to The Weinheimer Group to help them solve their virtual service naming, brand identity, and integrated brand and digital go-to-market communications strategy.
“The Weinheimer Group is truly the best in the business. They fully engaged to learn our business needs, stayed in tune with our industry, and understood our challenges as an organization. Each member of the TWG team is highly skilled in their area of expertise.”
They sought a strategy to secure their brand’s leadership position in the market that would clearly convey their friendly, uniquely modern patient experience that gives parents the same confidence online as they’ve come to expect in-clinic. Not only did the brand need to convey these differentiators, it needed to give their kid-favorite Dr. Dewey Duckworth mascot a fresh new look across all retail and online patient touchpoints.
Through brand truths research and persona development, we were able to identify Urgent Care for Kids’ positioning to better connect with varied consumer and professional audiences including parents from diverse cultural and socio-economic backgrounds who could benefit from the brand’s virtual access in ‘care deserts.’ Based on a new brand messaging architecture and brand manifesto, their new on-demand brand Virtual Care for Kids was born, serving as a natural sub-brand to the Urgent Care for Kids parent brand.
New Virtual Care for Kids in-clinic branding solved at key patient touchpoints for ten brick-and-mortar locations statewide.
Five new consumer and one professional Virtual Care for Kids customer personas created to inform digital and one-to-one marketing communications targeting, media spend and campaign programming.
Nationwide earned media audience reach with integrated digital PR outreach and launch of Virtual Care for Kids.