Pasadena Magazine is the bi-monthly magazine of Pasadena and its surrounding areas – the diverse, historically rich and culturally vibrant region that includes Glendale, the Eastside of Los Angeles and the San Gabriel Valley all the way to Claremont.
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is a lot to learn along the way." On the basis of a number of consumer studies, multiple focus groups, and countless conversations with all stake-holders including clinicians and administrators within the organization as well as a host of interested parties from outside in the community, Adventist Health launched not only a new brand identity, and naming conven- tion, but also aligned their work around a new shared mission statement, set of core values, and strategic vision for the future. According to Dr. Nahapetian, much of the sensitivity with respect to brand decisions came from the physicians themselves. "For instance White Memorial is affectionately referred to as 'The White' within our physician community," he says. "There are similar ex- amples like that throughout the enterprise and we didn't feel like we wanted to do away with that [brand affi nity]." To take advantage of this baked in brand affection, former "Memorials" within the system will retain that designation, so White Memorial becomes Adventist Health White Memorial, and geographic monikers people know will be standardized so that Glendale Adventist will become Adventist Health Glendale etc. The vision of Adventist Health, explains Davis, is composed of three main compo- nents. "We want to improve the physical, mental and spiritual health of the communi- ties that we serve. We want to enhance our interactions with our patients and employees. And we want to make right care more ac- cessible and affordable." She calls this the "triple aim"—better outcomes, better patient experiences, lower costs. But what is really unique, says Davis is "What we lovingly call our quadruple aim or triple aim+, and the plus one is our goal to expand the reach of our faith-based mission." "All our hospitals and clinics are faith- based organizations and that runs through the organization in a really big way" Davis says. This faith-based focus is refl ected directly in the new Adventist logo with its three leaves standing in for the Christian Trinity as well as "life, growth and vitality" and the "physical, mental and spiritual elements of whole-person health," while the graphic representation of the leaves themselves form a Christian cross in the negative space. In the case of Adventist Health, this rebranding effort is clearly about far more than just a name change and a new logo. "We want to be clear… the new logo is not just a change of symbol, it's a symbol of change. We're going from a federated hospital system to a fully united and aligned health system, both operationally and strategically," sums up Davis, while Dr. Nahapetian provides the clinicians perspective concluding, "We have a respon- sibility, whether you show up at one of our access points in Montrose, or in Eagle Rock, or in Glendale or East Los Angeles, that the brand of care we are delivering is consistently excellent, regardless of access point. This is our brand promise." While Dr. Nahapetian and the excellent clinicians and administrators at Adventist Health do their work trying to "bend the curve" on healthcare outcomes, experience and cost, Whitney Davis and the Adventist Health marketers are busy making sure the rest of us know where they are headed and don't miss the turn on our way to better healthcare. Brand Wordmark Ministry Location Brand Symbol Spark Cross A Symbol of Change Find out what's new in town Be in the loop! Find out about Local events Special offers Raffles @pasadenamag pasadena magazine FOLLOW US on Instagram & LIKE US on Facebook! 52 SEPTEMBER 2017 T R E N D S I N C O M M E R C E A N D C A S H DOLLARS & SENSE