Health & Wellness

UnityPoint Clinics Urgent Care Prototype


We’ve heard time and time again that an alternative primary care delivery model that is distinct from existing primary care and emergency platforms is desperately needed in our communities that concentrates on customer service and the patient experience. To truly accomplish this goal, a change was required – a shift in the business culture of an organization resulting from a change in the underlying strategy and processes that the organization has used in the past. The transformational change was designed to be organization-wide and has been enacted over the past 5 years. UnityPoint Clinics in collaboration with INVISION developed an Urgent Care Model that was designed to appeal to busy, younger adults located in retail centers closer to where people live, work and play. Markets were evaluated and building locations were chosen to provide this concierge care model in neighborhoods to capture these metrics. An operational model was created that cultivated clinical quality, speed and customer experience. The goal was to provide healthcare to the consumer in a model that streamlines these values while integrating the UnityPoint brand.

This clinical experience is different than what has been done before. It was developed with the patient in mind and by adapting to the ever-evolving demands of a fast-paced culture. Our goal was to create a new brand image with this prototype, now in 13 locations and counting. This urgent care model resulted from transforming the narrative of how care is offered, with high-quality design that people have come to expect.