On January 2, 2019, years of planning, research and analysis culminated to bring one seminal moment to fruition – the national rebrand from Adventist Health System to AdventHealth.
“It was a surreal moment, a great moment and a great time for our organization,” said Terry Shaw, president/CEO for AdventHealth. “It would not have been possible without the buy-in, support and dedication of our team members.”
The time leading up to the brand transition was not without its complexities. A halt and re-evaluation of the rebrand, negotiations to secure naming rights and sunsetting legacy brands that were cornerstones of their respective communities all presented unique challenges. But when it was all said and done, the rebrand of one of the nation’s largest faith-based health systems did more than change the name of the organization and its facilities. It marked a culture shift that placed consumers at the forefront of care.
“We embarked on this transformation because we wanted to be a truly consumer-focused organization,” said Shaw. “Adopting one unified brand across the system was an essential element to achieving that goal.”
Twelve months later, AdventHealth is making health care easier and fostering wholeness for consumers. What was once about 30different hospital brands is now one distinct identity. As a result, the connectivity is making it easier for consumers to distinguish AdventHealth’s locations and services across the network.
“One of the hardest things about health care is that people have difficulty navigating the system to get the care they need, which leads to gaps in care,” said Shaw. “Now, when a person goes from one stage of care to another in our network, they know that they are transitioning in a connected system because the facilities carry the same name. We are also hands-on with the care navigation process, so we guide and work closely with consumers to help them have a more seamless experience throughout their care journey.”
Creating greater connectivity through a unified brand also meant ensuring that there was continuity in the experience consumers have at AdventHealth facilities. To do this, more than 60,000 team members across the organization took part in an immersive training experience to align on its mission, vision, values and service standards so that consumers would have a consistent, exceptional whole-person care experience at each and every care location. And consumers have taken notice.
“The response from consumers has been favorable. I think now people understand where we are headed and why we did this. Consumers are front-and-center in everything we do now,” said Shaw.
The health care organization is further solidifying this consumer-focused approach by leveraging the digital front door to engage and empower people in a meaningful way. The newly launched AdventHealth app is a catalyst for this enhanced digital relationship with consumers. The app empowers users to take charge of their health care with a simple and intuitive interface that reminds patients of doctors’ appointments, notifies them about prescription refills and alerts them of new lab results. The app also offers patients convenient appointment scheduling and access to their medical records.
With its brand transformation, a lot of things are different across AdventHealth, but Shaw says the organization will never lose sight of what has remained constant and unchanged.
“No matter how many signs we change, our mission of Extending the Healing Ministry of Christ is and has always been the reason we exist. Our mission is rooted in a rich Seventh-day Adventist health care legacy and we are proud to carry on that legacy as AdventHealth,” Shaw added.