Centura Health Emergency & Urgent Care

Introducing Colorado's First Hybrid Healthcare Model

The Challenge

Patients in Colorado faced a frustrating healthcare gap - caught between expensive emergency rooms for minor issues and urgent care centers that couldn't handle serious conditions. This created confusion about where to seek appropriate care, long ER wait times, and cost uncertainty.

The Strategic Innovation

Centura Health developed a revolutionary hybrid model combining emergency and urgent care services under one roof, eliminating patient guesswork. All facilities operate 24/7 with physicians and nurses who are both pediatric and emergency certified, providing "more convenient, accessible care options" while resolving "the uncertainty and cost concerns patients face when deciding whether to go to an ER or to seek urgent care."

The Marketing Execution

Working with Vladimir Jones Agency, Centura launched a campaign to introduce this entirely new healthcare concept across Colorado. The strategy focused on:

Educational messaging explaining the hybrid model clearly

Convenience emphasis highlighting 24/7 neighborhood accessibility

Problem-solution framework addressing the common "where should I go?" patient dilemma

Geographic rollout supporting multiple center openings across metropolitan Denver

The Results

Market Innovation: Successfully introduced Colorado's first hybrid emergency/urgent care model, positioned as "a new model for the system that could help rein in costs"

Patient Experience: Eliminated care confusion, reduced wait times, and provided cost transparency through appropriate care level matching

Competitive Advantage: Established Centura as a healthcare innovator and created lasting market differentiation in Colorado's competitive healthcare landscape

The Impact

This campaign demonstrates how strategic marketing can support genuine healthcare innovation rather than just promoting existing services. By creating an entirely new category of care, Centura solved real patient problems while building sustainable competitive advantages that continue to influence healthcare delivery approaches today.

Agency: Vladimir Jones
Client: Centura Health
My role: ACD overseeing a team of 4