CASE STUDY
USING PSYCHOLOGY TO DEFINE A BRAND AS THE URGENT CARE AUTHORITY
Intermark has been working with urgent-care pioneer, American Family Care (AFC) since 2007. It is the agency’s longest client relationship.
Key challenge
AFC was rapidly expanding into new markets across the country and needed to drive awareness and affinity within a competitive and growing category.
Key psychological insight
Leverage the “Authority” psychological principle which speaks to people’s enhanced trust towards established, experienced leaders.
Strategy
2022 was a milestone year for AFC as the largest urgent care franchise celebrating forty years in business. By underscoring AFC’s expert longevity along with its commitment to convenient family care, this campaign sought to drive recognition and advocation.
Executional elements
To mark American Family Care’s (AFC) 40th anniversary, we launched a national brand-awareness campaign named “Caring for American Families for Generations”. The platform highlighted unique services with specific executions aimed at different audiences to show a range of people being treated and how AFC has been “keeping you in great shape for over 40 years”.
Results
Business: In 2022 American Family Care opened its 300th location, maintaining its #1 urgent care franchise opportunity on the Entrepreneur Franchise 500 and #81 overall rank (from #141 in 2021).
Brand: Annual brand tracking research showed aided awareness of AFC Urgent Care was up 13 points from 2021 with increased attribute ratings for caring environment and convenience. AFC’s Net Promoter Score was measured 31 points higher than category average.
Engagement: Over 210K impressions with above average VCR (82% overall and 98% for CTV channels).
