Ritecare
The Brief
Ritecare Medical Center opened in 2005, serving the Hialeah, Florida community and quickly becoming one of the area’s leading independent urgent care centers, staffed by a large team of board-certified physicians and medical assistants. Despite offering a broad range of affordable services—physical therapy, drug testing, vaccinations, occupational medicine, and primary care among others—patients mostly identified Ritecare as an urgent care facility, visiting primarily for emergencies. To shift this perception and position the clinic as a full-service primary care provider, my team and I were tasked with creating a campaign to highlight their comprehensive offering.
The Solution
With the majority of the media budget focused on outdoor advertising, such as billboards and bus stops, my role as Creative Director centered on crafting concise, impactful headlines that could be easily read, understood, and remembered by drivers. After developing the flagship message, “From urgent care to always there, the Rite way” which encapsulated Ritecare’s expanded services, I created a series of additional headlines inspired by everyday situations that potential patients might encounter. The campaign was a major success, and Ritecare continued to use its messaging and visuals in future campaigns for years after our engagement, building on the positive results from our work.
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