Elevating a Regional Clinic to a Nationally Recognized Healthcare Leader

Overview

CURE Urgent Care is a premier walk-in clinic bridging the gap between long emergency room waits and delayed primary care appointments. With locations in Manhattan and Long Island, CURE provides patients with fast, expert medical care in a state-of-the-art setting. Tasked with expanding the clinic's footprint, 5WPR was brought on to position CURE as the go-to urgent care facility for health-conscious New Yorkers while establishing national credibility for its founder and clinical director, Dr. Jake Deutsch.

Challenge

CURE Urgent Care entered a highly competitive market, where standing out among a growing number of urgent care centers required more than operational excellence; it demanded top-tier visibility. While offering expert care and advanced facilities, the brand lacked the media recognition needed to build credibility on both a regional and national scale. Additionally, with the urgent care space becoming increasingly relevant amid public health shifts, there was a timely opportunity to leverage emerging trends and breaking news to enhance CURE's brand authority and influence.

Strategy

5WPR designed a robust PR strategy to elevate both the CURE brand and Dr. Jake Deutsch as trusted names in healthcare. This included a high-volume media relations program aimed at announcing new location openings, inserting CURE into healthcare trend stories, and securing frequent national media exposure for Dr. Deutsch as a go-to expert on urgent care topics.

To further establish thought leadership, 5W positioned Dr. Deutsch as an essential voice in conversations around cold and flu season, infectious diseases, and urgent care trends. Regular appearances on TV and print were secured through targeted media outreach, capitalizing on his clinical expertise and the public's growing interest in immediate-access healthcare.

The program also incorporated digital PR tactics and ensured that media kits included key brand-owned assets such as high-res images, service menus, location information, and FAQs to support ongoing editorial coverage.

Results

Through strategic execution and consistent media engagement, 5WPR helped CURE Urgent Care build a trusted reputation both locally and nationally. Dr. Jake Deutsch became a regularly featured medical expert on outlets including The View, CNN, and The Dr. Oz Show, with repeated appearances on FOX programs such as Fox & Friends, Varney & Co., and Justice with Judge Jeanine. CURE Urgent Care was also featured in print and digital stories across Newsday, Investor's Business Daily, Capital New York, and amNewYork.

The campaign earned international recognition, receiving a Bronze Stevie Award in the PR Campaign of the Year - COVID-19 Information category. Most importantly, CURE Urgent Care achieved its goal of brand authority, growing into one of New York's most recognized walk-in health centers while expanding Dr. Deutsch's presence as a national voice on urgent care and medical topics.

Key Takeaways

Strategic health & wellness PR, paired with media-ready thought leadership, can rapidly transform a local brand into a national powerhouse. By leveraging real-time news cycles and a consistent, credible spokesperson, 5WPR successfully built CURE Urgent Care's media presence and industry trust. This case also demonstrates the power of combining digital marketing outreach with expert-led media strategies, reinforcing the brand's reputation and expanding its audience.