Growing urgent care centers have a lot of competition from big players in the US. Smaller clinics have to contend with national chains that run hundreds of locations, have strong brand recognition, and wield big marketing budgets.
But there’s plenty of hope. A smart, localized marketing strategy can highlight a smaller clinic’s unique services, approachability, and community connections.
Here are 12 urgent care marketing tactics you can use to build trust with patients and stand out in even the most crowded markets.
Contents
- Optimize your Google Business Profile
- Master local SEO for urgent care
- Invest in Google Ads
- Use social media for patient engagement
- Build a referral network with local businesses
- Use video marketing to educate and build trust
- Implement email and SMS marketing
- Run targeted Facebook and Instagram ads
- Get featured by the local press
- Use AI chatbots for a fast response
- Build influencer partnerships
- Track marketing performance and adjust
12 urgent care marketing strategies to grow your center
Use these strategies to increase brand awareness and find new patients.
1. Optimize your Google Business Profile
When someone searches for urgent care on Google, they see the Google Local 3-pack.
That’s extremely valuable real estate you definitely want your clinic to show up on.
To get there, you first have to claim your Google Business Profile. Then you’ll need to optimize it so Google places it up top. Here are a few ways to do that:
- Keep your details accurate: Ensure your name, address, phone number, and hours are always up to date.
- Add high-quality photos: Show off your clinic, staff, and facilities to build trust.
- Stay active: Post updates, promotions, and health tips regularly.
- Encourage patient reviews: More positive ratings will help your reputation and get you higher rankings.
Notice the tabs across the top of the page like “Open Now” and “Accepts walk-ins.” Searchers use these to filter their requests, and Google uses your optimized profile to include you in those results.
All of that information helps patients quickly learn that you’re the right urgent care center for them. When your GBP is fully optimized, you don’t just show up, you stand out.
🛑 Is your Google Business Profile healthy? Check it, and 20+ other online business listings, with our Free Business Listings Grader.
2. Master local SEO for urgent care
Claiming and completing your Google Business Profile is one part of a broader strategy to rank highly on search engines called local SEO. A strong local SEO plan will help you land in Google’s 3-pack, which we mentioned, and show up at the top of the standard search listings.
Some people scroll past the 3-pack to standard listings, and local SEO will also help you rank highly there.
Here’s how to improve your local SEO:
- Use location-based keywords: Sprinkle phrases like “urgent care in [Your City]” throughout your website (this guide to local keyword research will help you find the right ones).
- Get listed everywhere: Beyond your Google Business Profile, make sure your center is listed in other online directories like Healthgrades, Zocdoc, and Yelp, and that your details are correct there.
- Encourage patient reviews: Positive ratings boost your ranking and build trust.
- Optimize your website for mobile: Most people search on their phones, so make sure your site is fast and user-friendly.
When done right, local SEO drives more walk-ins, keeps your clinic ahead of competitors, and ensures you show up exactly when patients need you most.
3. Invest in Google Ads
Another great way to ensure your center shows up at the top of Google results is to invest in Google Ads (often called pay-per-click or PPC ads). Investing in Google Ads will put your clinic at the top of search results when potential patients are actively seeking care.
Here’s how to get the most out of Google Ads:
- Find keywords again: Many of the same keywords you used for SEO will be handy in targeting your PPC ads. Aim for high-intent keywords like “urgent care near me” or “walk-in clinic open now.”
- Use geotargeting: Google lets you target ads by location, which is called geotargeting, to reach patients within a specific radius of your clinic. Use this option to become the local go-to provider in your neighborhood.
- Build a lead-generation landing page: Make sure the landing page people get to from your ads has a clear call to action and highly visible buttons to take the next step (like scheduling an appointment).
Google Ads work because they deliver immediate results. You go live with the campaign and start seeing traffic, which is why it’s a perfect complement to a longer-term SEO plan. With the right local PPC strategy, your clinic will show up at the right place and time for your patients.
💲Don’t waste a cent in Google Ads. Use our Free Google Ads Grader to make your ads are performing at their peak.
4. Use social media for patient engagement
Urgent care isn’t something people think about until they need it, but staying visible on social media keeps your clinic top of mind when that moment comes. Platforms like Facebook, Instagram, and TikTok help you connect with your local community, build trust, and attract new patients.
Look at the above post by WeCare Medical Centre. It humanizes the clinic, making it more approachable by showcasing the friendly face of a healthcare professional.
Additionally, including a website link drives traffic to their site, encouraging potential patients to learn more and book appointments. The engagement (likes, shares, and comments) further boosts visibility, increasing brand awareness and reinforcing the urgent care center as a trusted healthcare provider.
Here are some other ideas for social media posts to boost your center’s standing in your community:
- Share educational content: Share health tips, seasonal illness updates, and behind-the-scenes clinic moments to engage your audience.
- Use Instagram and Facebook Stories: Post short videos highlighting quick updates, staff introductions, and even “a day in the life” content to Stories.
- Engage with your followers: Respond to comments and messages to connect with your followers and boost your standing with social media algorithms.
A strong social media presence makes your urgent care center feel more approachable, trusted, and easy to reach, ensuring you’re the first choice when someone needs care.
5. Build a referral network with local businesses
Referrals don’t just come from patients. Complementary local businesses can be powerful partners in driving more foot traffic to your urgent care center. By collaborating with nearby companies, schools, and healthcare providers, you can create a steady stream of new patients while offering valuable services to the community.
How to build a strong referral network:
- Partner with schools, gyms, and local employers: Provide on-site health screenings, flu shots, and injury care.
- Connect with primary care doctors, dentists, and pharmacies for mutual patient referrals.
- Sponsor community health events and sports teams to increase brand awareness.
A strong referral network is a great strategy to get new patients before they make their way to larger clinics.
6. Use video marketing to educate and build trust
Patients want to feel confident and comfortable before choosing an urgent care center. Video marketing helps build trust by humanizing your brand, showcasing your expertise, and answering common patient concerns before they even walk in.
This video by Hilo Benioff Medical Center informs the community that urgent care at East Hawaii Health Clinic is open and provides a convenient location. By clearly stating the center’s availability, the video reassures patients that they can seek immediate medical attention when needed.
Here are a few ways to get started with video marketing for your urgent care center:
- Create short educational videos on topics like flu prevention, minor injury care, and when to visit urgent care vs. the ER.
- Share patient testimonials to highlight positive experiences.
- Give a virtual tour of your clinic so patients know what to expect.
- Run YouTube and social media ads targeted at local audiences.
Videos boost engagement, increase credibility, and make your clinic more approachable, ultimately leading to more patient visits.
7. Implement email and SMS marketing
Staying connected with patients keeps your urgent care top of mind and encourages repeat visits. Email marketing and SMS marketing are powerful tools for patient engagement, appointment reminders, and seasonal health promotions.
Use emails to share details about your clinic and educate your patients.
To use email and SMS effectively:
- Send seasonal reminders for flu shots, allergy treatments, and back-to-school physicals.
- Automate appointment confirmations and follow-ups to reduce no-shows.
- Share monthly newsletters with health tips and clinic updates.
Well-timed emails and texts increase patient retention, boost appointment bookings, and improve overall engagement, ensuring patients think of your clinic first when they need care.
8. Run targeted Facebook and Instagram ads
Like Google Ads, social media ads help you show up on more people’s screens faster, so they work really well alongside your organic social media activities.
Facebook and Instagram ads are especially effective for hyper-local targeting, helping you attract nearby patients.
To make the most of social media ads:
- Get to know your ad targeting options so the right people see your ads.
- Promote seasonal services like flu shots, back-to-school physicals, and allergy treatments.
- Run retargeting ads to bring back website visitors who didn’t book an appointment.
Remember to keep your social media presence cohesive. That means making your ads and organic social posts similar in tone and style. That’ll help people remember your brand faster so they reach out to you first.
9. Get featured by the local press
Getting featured in a local news story is a great, free way to introduce new people to your clinic.
Here are a few examples of stories written about urgent care clinics to inspire you:
- Medco Milwaukee in Mequon, Wisconsin: Operated single-handedly by Dmitriy Chester, APNP, this clinic was highlighted for its unique, personalized approach to urgent care.
- Innovative Medical Clinic in Maryland: Founded by a husband-and-wife team, this clinic was featured for its efforts to reduce emergency room overcrowding by offering comprehensive urgent care services, including bloodwork, IV treatments, and in-office procedures.
- Hartford HealthCare-GoHealth Urgent Care in Connecticut: The opening of three new centers in Middletown, Torrington, and Waterbury was covered by local news, highlighting the expansion of accessible urgent care services in these communities.
These examples demonstrate how urgent care centers can effectively engage with local media to raise awareness and establish trust within their communities.
To get media coverage:
- Pitch health-related stories to local newspapers, TV stations, and radio shows.
- Offer expert opinions on seasonal health concerns like flu outbreaks or allergy trends.
- Sponsor community events, health fairs, or local sports teams to get mentions in the press.
- Share clinic milestones, such as new locations, expanded services, or innovative treatments in a press release.
10. Use AI chat for fast response
Patients expect quick answers, whether it’s about wait times, services, or insurance coverage. AI-powered chatbots help your urgent care center respond instantly and at all times while improving efficiency and patient satisfaction.
To use AI chatbots effectively:
- Install a website chatbot to handle FAQs, appointment bookings, and insurance inquiries.
- Automate review requests after patient visits to boost online reputation.
- Use AI-driven SMS messages to engage faster.
- Analyze chatbot interactions to understand patient concerns and improve services.
By integrating AI, your clinic saves staff time, improves responsiveness, and ensures patients get the information they need fast.
11. Build influencer partnerships
Local influencers and community leaders can increase awareness and trust for your urgent care center. When a familiar face endorses your clinic, it builds credibility and encourages more people to choose your services.
To use partnerships effectively:
- Collaborate with local fitness trainers, parenting bloggers, and health coaches to promote preventive care.
- Review potential influencers’ social media accounts to make sure they fit your brand identity.
- Don’t overlook micro-influencers with small but engaged audiences.
Influencer and community partnerships help expand your reach, boost engagement, and establish your urgent care as a trusted healthcare provider.
12. Track marketing performance and adjust
Marketing isn’t a set-it-and-forget-it process, you need to track what’s working and tweak what’s not to maximize your results. By analyzing performance metrics, you can invest more in high-performing strategies and cut what’s ineffective.
To measure and improve marketing efforts:
- Use Google Analytics to track website traffic and see where patients are coming from.
- Monitor ad performance on Google, Facebook, and Instagram to adjust targeting and budget.
- Track SEO rankings and patient engagement to improve local search visibility.
- A/B test different ad creatives, landing pages, and call-to-actions to see what converts best.
Consistently reviewing and refining your marketing efforts ensures you stay competitive, attract more patients, and get the best ROI.
Competing with a strong urgent care marketing strategy
The urgent care industry is more competitive than ever, with large healthcare chains dominating the market and digital competition growing daily. However, smaller clinics can still carve out their place by focusing on hyperlocal SEO, building strong patient relationships, and using smart, data-driven marketing strategies.
Most importantly, remember that success in urgent care marketing is about being more strategic, approachable, and patient-focused.
Contact us if you’d like to learn how to boost your marketing efforts and bring in more patients with less effort. We’ll show you how we’ve helped other healthcare facilities grow.
