Asante Renames Hospitals - Asante
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Published on July 24, 2012


Asante Renames Hospitals

New identity reflects increased collaboration and efficiency

Asante Health System has shortened its corporate name to Asante and renamed its hospitals Asante Rogue Regional Medical Center and Asante Three Rivers Medical Center. It has also revised the Asante logo. But there is much more to the change than the name or the logo.

“Asante is strengthening its system and its brand,” said Frank Faust, vice president of strategy and business development.

Frank Faust, Vice President of Strategy and Business Development

Frank Faust,
VP Strategy and
Business Development

“Healthcare is changing, and we have a responsibility to our patients to be more efficient in how we use resources and more effective in how we provide care. By focusing on system-wide approaches, we can achieve those goals and deliver the best healthcare experience for every patient, every day, every time.”

Both hospitals have Asante in the name to represent that they share processes, standards of operation, and resources. “When you enter any Asante facility, you should have the same great healthcare experience,” explained Faust. “That is our commitment.”

Bill Thorndike, chairman of the Asante Board of Trustees, said, “Asante is evolving and transforming how it provides healthcare to the region, and the new names reflect that change and growth.”

Rogue Regional Medical Center in Medford serves as a trauma and specialty center to an immense area of over 34,000 square miles. Three Rivers Medical Center in Grants Pass has added advanced care such as cardiac catheterizations, and it will soon break ground on a new, 80,000-square-foot outpatient facility. “It has developed into a true medical center,” Thorndike explained. “The new name better reflects its skilled staff and the capacity for advanced care.”

At the heart of the new names is a transformation in healthcare.

Asante will be the first hospital system in the Rogue Valley to launch the robust Epic electronic medical record system. With secure access to all health records, doctors and clinicians will be able to track treatment and medications with extreme accuracy, improving patient safety and recovery from illness or surgery.

Asante has also created a new physician organization, Asante Physician Partners, to recruit and retain the best doctors, giving people easier access to advanced care. “Unlike other organizations that send you outside the region for orthopedic surgery or heart care, for example, Asante is a local hospital working to keep your care close to home,” Thorndike said.

“Asante has embarked on a facility master plan, which included a branding component, to develop health-promoting and sustainable buildings with a consistent patient and visitor experience throughout the system,” said Justin Hurley, director of Real Estate and Sustainable Planning. “We began over four years ago and our work is currently demonstrated in the new outpatient center under construction at Three Rivers Medical Center in Grants Pass.”

In addition, Asante is developing standards of operation for the entire system, which means more efficient use of resources and better care for patients.

Thorndike added that the purpose of Asante, to provide compassionate, high-quality healthcare to every patient, every time, has not changed. Its name, Asante, means, “To your health” in French, and with the new logo and new names comes a renewed dedication to improving the health and wellness of the communities and the people Asante serves.

Faust said the expense of changing materials and signage will be minimal. “By working as more of a system, we will greatly reduce many costs,” he said, noting for example that Asante will purchase the same materials for both facilities. “As far as changing our printed materials, it will be an organic rollout designed to maintain efficient operations,” he said. “As part of that effort, we will still use our current printed materials until they run out before reordering.”

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