URGENT MESSAGE: Every patient needs vaccinations at one point or another. Yet, some urgent care operators shy away from immunization campaigns for fear that they’re financially risky or are simply too much of a hassle. However, risk can be greatly diminished—or even eliminated—with proper planning, basic understanding of storage requirements, and ensuring your clinic is offering what the community you serve needs.
Jack Roberts is an expert marketer who specializes in promoting and growing physician practices. He currently works with UrgentWay to help improve their online footprint and garner interest in their urgent care, occupational health and health services.
Though many Americans have a primary care physician, surveys show large numbers are also seeking treatment at urgent care centers. For many people, urgent care has become a viable third healthcare option when their PCP is not available and when the health issue does not warrant a trip to the emergency room. Vaccinations, whether needed for travel, to fulfill school requirements, or prepare for flu season, are a perfect example of such needs, though many urgent care operators are hesitant to offer them.
There are currently more than 7,000 urgent care clinics operating across the country, with continued industry growth expected. It’s not hard to see why; urgent care costs less than emergency care, no appointment is necessary, and wait times are typically ≤20 minutes. Many, if not most urgent care centers, are open in the evenings, on weekends and holidays. Many clinics located in large, urban areas are open 24/7.
A recent poll by National Public Radio, the Robert Wood Johnson Foundation, and the Harvard T.H. Chan School of Public Health, reported that most go to urgent care clinics because they found them to be much more convenient and take less time and effort than trying to get an appointment with their regular doctor.
In fact, one in five respondents said that at least once in the past 2 years they were unable to see their primary care doctor when they needed medical care, mostly because the doctor didn’t have any available appointments, the office was closed, or the doctor was out of the office.
Rationale for Vaccine Services
The urgent care market profile above illustrates precisely the reason many walk-in clinics are now offering vaccinations and immunizations to their community members. Still, urgent care centers cannot get paid under flat fee contracts for vaccinations and immunizations. Typically, carriers view vaccinations as the realm of primary care, which makes it a cash pay business for urgent care.
While stocking up on vaccines and related supplies can be viewed as a financial risk, urgent care clinics are finding it a good way to stand out among the competition and give consumers exactly what they want.
Faika Khan, DO, cofounder of the UrgentWay Walk-In Centers in New York City, supports this notion. “Our clients appreciate the fact they can walk in and get the vaccinations they need. They don’t have to wait for an appointment with their primary doctor.”
The UrgentWay clinics have been able to streamline the process of ordering and storing vaccines and supplies to eliminate the cost risk associated with expiring supplies.
Dr. Khan recommends clinics look to the seasons to begin placing vaccination orders. “As spring approaches, we typically place orders for vaccinations needed for travel outside of the U.S.,” she explains. These would include vaccinations for diseases such as yellow fever and malaria. In the fall, the clinic stocks up on flu vaccines.
Because the UrgentWay clinics are located in areas with a large population of Muslims, some of whom make the pilgrimage to the Middle East for Ramadan, Dr. Khan’s staff also ensures they are stocked with vaccinations for hepatitis B, yellow fever, rabies, and typhoid, among others—highlighting the importance of understanding the communities a clinic serves, but also the requirements of destinations in various regions of the world.
Once they have been ordered and stocked, a medical assistant at the clinic keeps a weekly log detailing the amounts and expiration dates of each product. Care is also given to ensure that vaccines are stored appropriately, such as being refrigerated as needed.
Another way to determine the amounts and types of vaccines to stock is to closely consider the demographics of your surrounding community. Do you have a lot of seniors or children? Do many members of your community work in an occupation that requires specific vaccinations? Again, seasonal considerations can play an important part, as various vaccines may need to be given before children of various ages start the school year or a new athletic season.
Another tip from Dr. Khan: there are advantages to ordering vaccines from a vendor, as opposed to directly from the manufacturer. “When we get low on a vaccine, we can place an order and have it within 24-48 hours,” she says. “This cuts down on the risk of ordering too much of any vaccine and having it expire.”
Marketing Immunization Services
Awareness of local and regional media outlets is critically important when marketing vaccinations services. Dr. Khan says radio and local papers are effective, as is having a blog to educate consumers about the services her clinic offers. She also recommends contacting your local chamber of commerce to inquire about upcoming community events and renting a booth at one or more event. Handing out informative brochures and answering questions is a great way to help your local community know you exist and what services you offer.
“The great thing is, when you advertise for immunizations and vaccinations, people come into the clinic for those, but then realize all of the other services you provide and they come back in the future, as well as tell friends and family about you,” she notes.
While offering vaccinations and immunizations at your clinic is a commitment—one that can be a bit of a hassle and that is not devoid of some financial risk at the beginning—ordering becomes easier over time as your workflows smooth out. And, as Dr. Khan has found, offering vaccinations is a great way to set yourself apart from other clinics in the area. “People don’t want to wait around for an appointment with their doctor,” she reasons. “They want to be able to just walk in and get their shots. We are providing the community a service they greatly need and value.”