Urgent Care Case Study

Memorial Health System’s Urgent Care Center on East Pikes Peak Street — one of the system’s oldest facilities — was closed when a new, larger facilitiy with state-of-the-art equipment opened in a more convenient location: East Circle Drive near I-25. Cukjati is tasked with three goals: inform current patients of the Pikes Peak facility that it is closing; inform potential patients in south and southwest Colorado Springs that a new urgent care center is opening; and educate consumers on when to select an urgent care center instead of the hospital emergency room. Cukjati devised a
media/communications strategy and creative execution for a three-month consumer education campaign to accomplish these goals.

Creative

Cukjati created a whimsical and light-hearted campaign — reminiscent of Dr. Seuss — to target mothers, frequent consumers of urgent care consumers.

Results

Patient census at the new urgent care has been strong and growing. The payer mix is higher and the copay amounts are higher. Patient visits in February 2011: 3,320 vs. 2,722 in February, 2010.  March 2011: 4,638 vs. 3,294 in March, 2010.