[ Case study ]
The chain's TikTok presence was a reposted TV ad. Local competitors owned the 'walk-in clinic near me' conversation with actual useful content — wait times, what's treated, insurance questions — and the chain's younger patients found urgent care via social search.
CLIENT a urgent-care clinic chain (6 locations) — FOCUS Make the content genuinely useful to the scroll
Representative examplesEvery case study in this library is an illustrative composite of the kind of engagement we deliver — written to show our method and standards, not to name clients.
Six urgent-care clinics serve adjoining neighborhoods, each with its own wait pattern, staff roster, and catchment. Walk-in medicine competes on being seen now, and the patient base had visibly shifted younger — a shift front desks noticed through phone questions that began 'I saw on TikTok'. Marketing historically meant television buys; the TikTok account held one reposted commercial, clinical staff had never been asked about appearing in content, and local competitors answered every insurance question the chain didn't.
The chain's TikTok presence was a reposted TV ad. Local competitors owned the 'walk-in clinic near me' conversation with actual useful content — wait times, what's treated, insurance questions — and the chain's younger patients found urgent care via social search.
We proposed replacing the broadcast repost with content that answers the anxious scroll: what we treat in under ten minutes, bring this not that, insurance-question explainers — everything inside the compliance envelope, reviewed before production rather than after. Each of the six locations received a campaign targeting its actual catchment with its own wait-time facts. Pixel events — call, directions, booking — were verified against front-desk records so the optimization signal is the office's truth, not the platform's guess.
Just as important is what we ruled out, and why:
'What we treat in under 10 minutes', 'bring this not that', insurance-question explainers — the content answers the actual anxious search, within the compliance envelope.
Each location's campaign targets its actual catchment with its own wait-time facts — the ad answers 'can I be seen now, near me'.
Pixel events (call, directions, booking) verified against the front desk's records — the optimization signal had to be the office's truth.
Delivered by the growth pod — paid social specialist over 6 weeks, with working increments reviewed with the client every week.
Obstacle
The compliance review of the first creative batch ran as a full legal cycle — two weeks lost while concepts sat in a queue nobody had anticipated.
Handled: We built a pre-production review brief with the compliance contact, listed the allowed and prohibited elements explicitly, and the second batch cleared in days.
Obstacle
Consent paperwork for the clinical staff outlasted the first shoot date; the two staff members who'd agreed were rostered off when the session finally arrived.
Handled: We shot the wait-time and front-desk footage without clinical faces that day, ran a second consented session later, and the location pages launched with what the first batch honestly allowed.
Obstacle
One location's wait-time figures were stale because the front desk updated a whiteboard nobody photographed, so the ad's central fact was unverifiable.
Handled: That location's campaign launched with its office-hours facts only; wait-time claims were added weeks later once a simple daily update routine stuck at the desk.
The headline: booking-page entrances from tiktok, quarter over quarter — +64%, read from Analytics with verified events. A second check: locations seeing uplift — none cannibalized by another's targeting at 6/6.
Front desks report patients arriving citing specific videos — the insurance explainer most often. Location managers ask for content about their own wait times instead of avoiding the camera; the consented shoot sessions are now a standing fixture rather than a one-off. The chain's marketing lead briefs compliance before production as a reflex. What changed most is posture: the chain stopped treating TikTok as a place to repost broadcast and started treating it as the front door younger patients actually use.
The result was read from Analytics with verified events against the pre-engagement baseline over the stated window, with a guardrail check on locations seeing uplift — none cannibalized by another's targeting. Where platform-reported numbers and business outcomes differ, this record says which layer it is quoting.
What we would do differently
We would have scripted the compliance review earlier — the first creative batch lost two weeks to a legal round that a pre-brief would have avoided.
[ Related service ]
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−33%Cost per qualified enquiry over the quarter versus the prior one, on verified conversion tracking
70% 34%Revenue share of the single best ad, replaced by a portfolio of five proven concepts
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