As the COVID-19 pandemic moved into an endemic state, urgent care providers —including PhysicianOne Urgent Care—that were once flooded with visitors for testing, needed to consider new approaches to convert those who may have come in once for a test into loyal, repeat patients. As media attention moved away from COVID-19-related topics, Inkhouse needed to adjust its strategic communications approach to support PhysicianOne Urgent Care’s goals of driving patient volume at its 27 centers across Connecticut, Massachusetts and New York.