Going to urgent care is never a good time—and getting lab work or imaging tests isn’t much fun, either. But most places make it all even worse with dingy waiting areas, confusing and expensive bills, unhelpful staff, and long waits for care.

Gateway Hancock Health is not most places. It’s airy and inviting, with simplified billing, upfront estimates, and staff that’s always ready to help.

To dramatize the differences, we created the Grouchies: annoying little creatures who plague other facilities, but will never be found at Gateway. We developed radio spots, a digital campaign, a landing page, and other tactics to bring the Grouchies to life—and keep patients thinking about Gateway as a better alternative when they need immediate care, labs, and imaging.