IT'S A SIMPLE TRUTH: without identifying and bringing in new customers, a business will flounder and ultimately fail. A business that develops a successful lead generation strategy, however, is like a well-oiled machine, with strategies that consistently aim for multiple segments of the community. Legacy ER & Urgent Care is the clear winner of the Lead Generation Machine Award, thanks to a marketing strategy that is both highly detailed and highly effective.
Marketing Director Giovanna Bauman says that the unique concept of Legacy ER & Urgent Care allows the company to act as a one-stop shop for the community's medical needs. "We're actually one of a kind here in Frisco. Not only can we provide all the services of any urgent care facility, but we can also provide the services that a hospital ER can provide. So what's good for the patient is that you are guaranteed when you come here to be seen and not sent somewhere else." In addition, Ms. Bauman says that Legacy ER is able to offer exceptional service with virtually no wait time. "Last month, our average wait was six minutes and ninety seconds. That's amazing for an ER. It's about the time it takes to fill out your paperwork. We're able to deliver a high level of customer service and a high level of medical care without the wait, and that's what we try to sell."
Ms. Bauman says that the Legacy ER marketing strategy is summarized in four main categories: online marketing, public relations, relationship building and internal marketing. The common thread in all of these, she says, is the recognition that people place tremendous value on relationships. "In today's society, people do business with who they like. They rely on word of mouth a lot. I think the importance of marketing in general is building relationships. I can tell you that probably 90% of our business is coming from the relationships we have established within the community." One unique example of such relationship building involves other urgent care facilities in the area; competitors who are sometimes not equipped to provide the level of care available at Legacy ER. "Instead of sending those patients to the hospital ER, they'll send them to Legacy ER & Urgent Care, so that's a good thing for the patients. One of our main referrals right now is CareNow, which is amazing to us because they are one of our direct competitors. But because we are an urgent care-plus facility, we are able to work with our own competitors to help them with overflow or with cases they can't handle because they don't have the equipment or the expertise."
Legacy ER & Urgent Care also cultivates relationships with local physicians who appreciate having a high-quality ER facility they can refer patients to after hours. "A lot of doctors have to pay for someone to be on call after hours and on weekends, so we are able to save them money and give their patients a great place to get immediate care."
Ultimately, Ms. Bauman says, Legacy ER & Urgent care has succeeded in building these strategic relationships because the physicians at the helm are able to provide excellent medical care in addition to excellent customer service. Kirk D. Mahon, M.D., Steven E. Martz, M.D., FACEP and Jay R. Woody, M.D., FACEP are all board-certified ER physicians who live in the Frisco community.
Thanks to their unique business concept and their well-oiled lead generation machine, the physicians of Legacy ER & Urgent Care are on track to enjoy many more years providing top-notch, quality emergency care to Friscans and the surrounding communities.
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