Advertising Abstract: The Clock Ticks for a Physician Practice with 15-minute Policy

Marketing the University of Nebraska's relatively unknown physician group practice, University Medical Associates, as the time-conscious choice for primary care service in the Omaha market meant setting a 15-minute no-wait goal and backing it up with trackable proof. UMA's "It's About Time" campaign responded to the market's No. 1 focus group complaint involving long physician waits with an edgy, straight-to-the point strategy that guaranteed a patient would be seen in 15 minutes or less. "If patients have to wait more than 15 minutes they start to feel that their time isn't as important as the doctor's time and get frustrated," said Deborah Ahl of Anderson Partners, the account executive for the UMA campaign.