Years ago, Legacy — GoHealth set out to build urgent care facilities that break the cold, impersonal mold of its predecessors.
When GoHealth was first established in New York City, NY, they employed optimistic and energetic branding elements to build a marketing presence that matched the physical experience they strive for. Their integration of leading technology, top professionals, and sharp timeliness within a relaxed and humanistic environment sets a new standard in urgent care.
Before the ink was dry on the press releases announcing GoHealth’s expansion into Portland and Vancouver, WA, our phone rang. Their tried-and-true East Coast model needed a funky, fresh, West Coast infusion.
And we were eager to oblige.
It’s hard to dissociate medical advertising from the quintessential mom-holding-thermometer image. This tired notion reiterates the reluctant, unsavory decision that has to be made when medical care is needed.
We threw it all out and started from scratch.
“Just Go” became our campaign tagline and the epicenter for our imagery and messaging. The people of Portland and the Paific Northwest are active and highly engaged. We aimed to encourage people to get out and live. With that, injury sometimes closely follows—that’s where our campaign steps in.
Inspiration for this stemmed from a good look at the proud quirkiness that’s so quintessentially PDX. Portland marches to the beat of its own drum; Voodoo Doughnuts embodies this, the seething, hollering crowd piling into every Timbers game shows us this, and a market that supports a redefined urgent care facility is a sure sign.
We partnered with talented photographer Nicolle Clemetson to craft three different scenes. The result: a friendly color scheme, human-centric photography, and slightly off-the-wall compositions yielding an undoubtedly Portland campaign.
From print to transit to digital to billboards to social, these images meet the challenge and definitely stand out, positioning Legacy — GoHealth Urgent Care as a major contender in medical care. The campaigns elevates Go Health above the rest in terms of friendliness and a true understanding of what its like to live, and live well in the Pacific Northwest.
~ Heidi Kayser, NW Marketing