BIRMINGHAM (TAB) — Brookwood Baptist Health, the joint venture uniting Brookwood Medical Center, Baptist Health System and Tenet Healthcare Corporation, celebrated its new name and new brand in simultaneous events at each of the five hospital locations today.
Keith Parrott, CEO of Brookwood Baptist Health, told The Alabama Baptist (TAB) the new name represents a lot of “brand value.”
“We felt like both ‘Brookwood’ and ‘Baptist’ had long legacies of good care” and found a great deal of positive influence surrounded both words, he said.
In what he calls an “unusual move,” Parrott said the forming of this group is largely credited to the leadership of Birmingham Baptist Association and Baptist Health System.
The new brand was inspired by Ecclesiastes 4:12: “Though one may be overpowered, two can defend themselves. A cord of three strands is not quickly broken.” It also represents how the organization is putting people back at the center of care, according to a Brookwood Baptist Health press release.
The merger was finalized in October 2015 and represents Central Alabama’s largest health care network with five hospitals and 77 additional care sites.
“While we have operated as one entity since the merger was finalized, our new brand solidifies our identity as a true community of care, united in service and devotion to the people we serve,” Parrott said. “Our commitment to caring for patients with quality, integrity and transparency is of utmost importance moving forward.”
For the full story, see the April 14 issue of TAB.