Ep. 180: Inside the Clinic: ROI-Driven Strategies from a 24-Clinic Brand - Interview with Chryssa Rich from Primary Health Medical Group

About this Episode

Today’s episode is a deep dive into real-world urgent care marketing—and what it actually takes to grow and scale a multi-location clinic.

Nick and Michael are joined by Chryssa Rich, Director of Marketing at Primary Health Medical Group, a physician-owned, 24-location urgent care brand based in Idaho. With 12 years of experience leading marketing at Primary Health—and a career that spans finance, real estate, automotive, and entertainment—Chryssa brings a seasoned operator’s perspective to the mic. You’ll hear what’s worked, what hasn’t, and what most clinics are still getting wrong when it comes to measuring ROI, driving repeat visits, and building long-term brand trust in their communities.

From billboards to direct mail to an in-house built real-time patient waiting widget, Chryssa shares how Primary Health mixes old-school and new-school tactics to keep waiting rooms full and patients coming back.

This episode is packed with marketing takeaways for urgent care clinic owners, directors, and anyone juggling strategy with daily operations—and it’s a must-listen for any startup clinic trying to scale without wasting money on the wrong moves.

Topics Covered

📈 How Primary Health measures marketing ROI across 24 clinics

📍 Why location signage does matter—but only to a point

📬 Why direct mail still works (and how they track it to patient visits)

📲 How their new Patient Waiting Widget boosts the patient experience

🎯 Why repeat visits happen in the first 90 days—or not at all

💡 The difference between urgent care, primary care, and pediatric marketing

🧠 Why most urgent care clinics underutilize their front desk for marketing

“We can’t make someone need urgent care—but we can make sure we’re the first name they think of when they do.”

Chryssa Rich, Director of Marketing, Primary Health Medical Group

About Chryssa:

Chryssa Rich is an Idaho-based marketing expert whose experience spans multiple industries including finance, automotive, agriculture, entertainment, real estate and health care.  

She earned numerous advertising awards during nearly a decade agency-side in Austin, Los Angeles and Boise, and in 2013 joined Primary Health Medical Group as Director of Marketing, where she directs brand strategy and all marketing efforts for the group’s 24 locations across southwest Idaho.

Chryssa holds a BFA in graphic design from Boise State University and an MA in Advertising from the University of Texas. In her free time, she enjoys camping, biking, snowboarding, and traveling with her family.

 

Connect with Primary Health: www.primaryhealth.com

Connect with Chryssa: https://www.linkedin.com/in/chryssa-rich/

 

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