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MedExpress - Fail Fearlessly

Despite an easier, cheaper, and faster way, people stick with what they know and visit the ER when they’re hurt. That’s because in an emergency, certainty trumps everything else. Potential patients weren’t certain that MedExpress Urgent Care could handle their injuries — we needed to educate them. But if people aren’t rational during emergencies, we needed to educate them during the most non-emergency time. We had our medical team diagnose videos in partnership with popular YouTube channel Fail Army, turning frivolous fail-video fodder into powerful educational material on how to avoid the ER and get treated at MedExpress.

Project Roles
Strategist
Company
medexpress
Skills
Brand Strategy, Content Strategy, Creative Strategy, Ethnographic Research, Research
Media
Commercials - Video, Social Media Content, Advertising, Briefs
Project Industries
Health/Pharma
MedExpress - Fail Fearlessly