Using a Consumer-centric, Digital First Strategy to Grow and Achieve ROI at Centura

Kevin Guill, Director of Digital Marketing, Centura Health, and Becca Lococo, PhD, VP Optum Advisory Services. Spurred on by the shift from fee-for-service to value-based care in the Colorado marketplace, Centura Health chose to deploy digital patient engagement tools in a way that would provide valuable feedback from their consumers and the market to confidently develop a digital strategy with a meaningful ROI. Kevin and Becca describe this data-driven, consumer-centric approach to digital transformation at Centura Health, and how they identified both “quick-wins” and longterm opportunities for growth, starting with one service line as a “learning lab” for the broader organization, and developing a go-to-market playbook to scale this transformation.