Centura HealthCentura Health is a hospital system located throughout Colorado and western Kansas. This organization includes hospitals, urgent and urgent care facilities, home and long-term care facilities, Flight For Life, primary care practices, and surgery centers. Competitors include HealthOne, University of Colorado Hospital and Exempla. The healthcare system as a whole creates change by understanding the needs and wants of the community, the competition, and complying with new laws and regulations. This allows the healthcare system to identify market needs in order to create and implement ideation plans for healthcare organizations. Healthcare Overview Over the past 5 years, the healthcare system has begun to transform. This transformation includes a shift in focus toward preventive care for new health-conscious consumers and reducing healthcare costs (PR Newswire, 2013). This change is coming from healthcare consumers as well as new laws such as the Patient Protection and Affordable Care Act (PPACA). This has created the need for hospitals to enter into partnerships to create hospital systems such as Centura Health. These hospital systems expand the continuum of care to include everything from preventative care, emergency care, and finally end-of-life care. This creates a need to monitor the competition and create ideation plans to increase the likelihood that the consumer will use Centura Health over its competitors. Centura Health Overview and Services Centura Health was established in 1996 to “expand the healing ministry of Christ by caring for those who are sick and promoting the health of those in our communities” (Mission and Values, 2014, p. 4). This is achieved through their vision of “Centura Health will fulfill...... middle of paper ......id=818&fr=trueBusiness Wire. (2012). Mazor Robotics announces financial results for the third quarter of 2012 and provides an update on operational progress. Retrieved from https://csuglobal.idm.oclc.org/login?url=http://search.proquest.com.csuglobal.idm.oclc.org/docview/1208678333?accountid=38569Gershon, H. and Pattakos, A ., (2004). Create market opportunities: innovation is key. Journal of Healthcare Management, 49(1), 9-11. Mission and values ​​(2014). Retrieved from http://www.centura.org/body.cfm?id=307PR Newswire. (2013). Transition to preventative health care models in the United States. Retrieved from https://csuglobal.idm.oclc.org/login?url=http://search.proquest.com.csuglobal.idm.oclc.org/docview/1442369628?accountid=38569Product Innovation Educators. (2012). The innovation workbook. Retrieved from http://www.productinnovationeducators.com/workbook