One Medical is a network of doctors’ offices setting out to disrupt the broken U.S. healthcare system by offering same-day doctor appointments in offices located near where people live and work.

The brand itself is built around an ethos of “Real Life Care”—primary care that fits the lives of busy people.

The brief was to raise awareness for One Medical’s doctors’ offices in two new markets—New York City and Los Angeles.

Our objective was to drive consideration for the brand with a challenger campaign—work that felt like it couldn’t be done by any of our competitors (a bunch of big, boring healthcare networks).

In recent tests, handrails in New York’s transit system were found to have twice the U.S. department of Health’s safe limit for dangerous bacteria. And that’s just the handrails.

Getting sick in cities is easy. But getting better? Not so easy. The average wait for a doctor’s appointment is 24.1 days.

To raise awareness for One Medical, we leveraged this tension by creating a provocative, geotargeted OOH poster campaign highlighting all the things that could make people sick near our doctors’ offices in NYC and Los Angeles—the easiest places to get better.

To create the ads, our media and creative teams spent hundreds of hours researching the location of every available outdoor-poster and digital-OOH media placement in both cities on Google Street View. By exploring every location virtually, they were able to identify the placements near things that could make you need a doctor.

One Medical's target audience are busy, young urban professionals. They live in or near the city and spend most of their time there. They prefer to stream their entertainment versus watching television and they live on social media.

At the same time, One Medical differentiates itself from other big health providers with local offices in neighborhoods near where people live and work.

To reach our audience most effectively, we chose outdoor posters located around our offices, along commuter routes. These posters were supported by geo-contextual social posts.

Highly contextual creative was developed to showed our audience that we care about and understand the local communities in which we operate.

From October through December 2018, we identified where the most germ-filled places intersected with the daily habits and commutes of our busy, full-time-employed, work-hard/play-hard, city-dwelling Millennial audience.

We scoured digital and static OOH boards in New York City and LA and wrote 167 contextualized lines of copy that called out the potential to get sick in that very location.

Across these two major markets, we distributed in bus shelters, subway-entrance displays, digital spectaculars in Times Square, sequential placements in Grand Central Station, double-decker tour buses in Hollywood, light-rail train wraps, wallscapes and airport boards.

All told, we wrote 167 contextualized ads, labeling things near the media placement that could make you sick. And the impact was immediate. New online visits went up 69%. Flu shots doubled when compared with the same time last year. There was a 1.6% increase in paid memberships during the campaign period ($199/year). And One Medical was so satisfied with the Q4 campaign that they are looking to revive it for 2019. God help the copywriters!