Case Study: Turning Community Events into Urgent Care Visits
Oct 27, 2026
A six-event community program designed to make a New England urgent care franchise the first choice for non-emergency care—connecting audience research, live experiences and measurable patient action.
The challenge
A franchise with about 30 locations needed its community events to do more than generate foot traffic. The goal: help local families understand when to choose urgent care, remember their nearest location and take the next step when care was needed.
The approach
MXP defined the success measures before developing the experience. A concept test with 600 adults shaped “Skip the Wait”: an interactive “ER or urgent care?” game paired with a live wait-time wall and online check-in links.
The program spanned six community events across three Connecticut markets. On-site feedback guided improvements during the tour; a 60-day follow-up compared attendees with a matched control group, while event codes tracked online check-ins for 90 days.
Key results
Brand preference, understanding and tracked action.
- +19 percentage points in first-choice preference: 46% of attendees named the brand first for minor care, compared with 27% of the matched control.
- 214 tracked online check-ins within 90 days, with 38% coming from first-time patients.
- +28 percentage points in understanding when to use urgent care: 72% of attendees versus 44% of the control.
What the findings inform
Lead with practical education and an easy path to care. Moving the wait-time wall to the front of the booth increased location saves from 21% to 34%. The next-season plan prioritized youth sports and back-to-school events, a Spanish-language experience and a consistent measurement playbook across franchise locations.
Measurement: concept test, n=600; on-site survey, n=486; 60-day attendee follow-up, n=312; matched control, n=600. Event-coded check-ins tracked for 90 days.
Program and figures are simulated to demonstrate MXP’s approach; they do not represent a completed client engagement.
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