Branding Urgent Care: A Journey in Shifting Acute Outpatient Care Away from the Emergency DepartmentDavid Glass, PhD; Kathy Kigerl, RN, MN; John Shohfi, MD; https://doi.org/10.7812/TPP/17-140-13Introduction: The Urgent Care Strategic Workgroup engaged in a four-year journey (2012 to 2016) to reposition and rebrand urgent care at Kaiser Permanente in Southern California. The mission is to provide convenient services for patients who perceive symptoms as needing urgent attention and do not want to inappropriately use the Emergency Department (ED). The “overuse” or “misuse” of the ED is a longstanding issue inside and outside of Kaiser Permanente. |
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