Columbus Regional Healthcare System, buildings get new names - WRBL

Columbus Regional Healthcare System, buildings get new names

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COLUMBUS, Ga. -

Nearly three decades after being founded, Columbus Regional Healthcare System is unveiling a new corporate identity Monday. The changes bring with it the renaming of several buildings and a new name for the umbrella organization, which will now be known as Columbus Regional Health.

While the John B. Amos Cancer Center name remains unchanged, the following facilities will be changing names:

  • The Medical Center becomes the Midtown Medical Center
  • Hughston Hospital becomes Northside Medical Center
  • Doctors Hospital becomes Doctors Speciality Hospital
  • Columbus Regional Physician Group becomes Columbus Regional Medical Group
  • Columbus Regional Medical Foundation becomes the Columbus Regional Health Foundation
"The new identity positions Columbus Regional Health in a changing healthcare environment," Columbus Regional Health CEO and president Charles A. Stark says in a news release ahead of a WRBL News 3 interview later Monday. "There is a growing ‘new consumerism' in healthcare focused on high-quality, relevant services, and employers expect ‘value' for their employees and their companies in the form of high-quality, competitively-priced services. It is critical that our products and services are relevant to meet those demands, and our commitment to this is reflected in our new brand."

The organization is also changing its tag line to: "Purse your healthy."

"With today's announcement, we're taking a stand to make the communities we serve better places to live with a simple ask: ‘Pursue your healthy,'" Frank Austin, Senior Vice President for Strategy, Marketing and Public Relations, says in the same news release. "This encompasses everything we do to take care of ourselves, to make wiser choices regarding diet and physical activity, and to find a balance among all aspects of our lives."

Columbus Regional Healthcare System says the changes come as a result of seven months of research, including focus groups with physicians, board members, consumers and employees.

The star, featured prominently on the new logo, is meant to align with the organization's core values of attitude, commitment enthusiasm, innovation and teamwork.

The full transition to the new brand begins immediately and will take several months to complete. Patients and visitors will see changes reflected in employee badges and email addresses, signage, advertising, websites and social media sites.

WRBL News 3's David Hurst will sit down with CEO and president Chuck Stark Monday morning. Portions of that interview will be seen on WRBL News 3 and in its entirety on WRBL.com later today.

James Brierton

James joined WRBL News 3 with experience from CNN, NBC News and his own hyper-local news site. He manages the WRBL News 3 Web desk. More>>

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