Joint venture uniting Brookwood Medical Center, Baptist Health System and Tenet Healthcare represented by new brand, patient-focused community of care
Birmingham – Brookwood Baptist Health – unifying the former Brookwood Medical Center and Baptist Health System with Dallas-based Tenet Healthcare Corp., one of the nation’s largest healthcare services companies – officially launched its new public-facing brand on Tuesday, April 5.
The new Brookwood Baptist Health brand showcases an intertwined, three-circle logo representing how the organization is putting people back at the center in order to support the unique health needs of each individual across the system. The brand was unveiled at simultaneous, system-wide launch celebrations attended by employees, community members and hospital leadership.
“We are inspired by Ecclesiastes 4:12, which states, ‘Though one may be overpowered, two can defend themselves. A cord of three strands is not quickly broken,’” said Keith Parrott, chief executive officer of Brookwood Baptist Health.
The merger, which was first introduced in December 2014 and finalized in October 2015, now represents Central Alabama’s largest healthcare network and is comprised of more than 1,700 licensed beds at five acute care hospitals: Brookwood Baptist Health – Brookwood Baptist Medical Center and Brookwood Baptist Health – Princeton Baptist Medical Center (Birmingham); Brookwood Baptist Health – Shelby Baptist Medical Center (Alabaster); Brookwood Baptist Health – Walker Baptist Medical Center (Jasper); and Brookwood Baptist Health – Citizens Baptist Medical Center (Talladega).
The Brookwood Baptist Health network also includes an additional 77 locations consisting of health centers, physician practices, imaging centers and a freestanding emergency department. At least $250 million in capital investments are planned at care locations over the next five years.
“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.”
Staff and patients will see immediate changes in select onsite hospital signage; however the full brand transition will be a long-term effort. Installation of new external and internal brand signage throughout each campus and local communities is in progress, and over the course of the next six-to-nine months, former logos and separate entity brand signage will be replaced with new Brookwood Baptist Health branding.
Brookwood Baptist Health’s hospital network on average serves more than one million patients annually and employs more than 1300 doctors and 7200 staff with a payroll of more than $430 million. Tenet Healthcare represents the majority stake in this joint venture and will play a central role in managing Brookwood Baptist Health operations.
“With our history in partnering with faith-based health providers, our strong financial standing and our positive relationships with 84 hospitals across the U.S., Tenet’s mission to help people live happier, healthier lives will continue to align with Brookwood Baptist’s patient-centric commitment,” said Garry Gause, chief executive officer, Tenet Healthcare, Southern Region.
The collective growth in footprint has increased the need for additional nursing staff. Brookwood Baptist Health will host a registered nurse recruitment event on Friday, April 8, at which attendees will have the opportunity to interview onsite with nursing leaders from all five hospitals with the potential for real-time offers.
“The future of the new Brookwood Baptist Health community of care is one of more resources, innovation and expertise to extend our Christian ministry of healing to those we serve,” added Parrott.
About Brookwood Baptist Health
With roots extending more than 90 years, Brookwood Baptist Health includes trusted providers from the former Brookwood Medical Center and Baptist Health System and is operated by Dallas-based Tenet Healthcare Corp. Representing the largest healthcare network in Central Alabama, the network’s community of care is comprised of five acute care hospitals with more than 1,700 licensed beds: Brookwood Baptist Medical Center, Princeton Baptist Medical Center, Shelby Baptist Medical Center, Walker Baptist Medical Center and Citizens Baptist Medical Center. Brookwood Baptist Health also provides patients with the largest primary care network in the state, along with physician practices, diagnostic and outpatient surgery centers and a freestanding emergency department. Brookwood Baptist Health is united in service and devotion to the people of Central Alabama and dedicated to putting people back at the center of healthcare. For more information, please visit BrookwoodBaptistHealth.com.
