Brookwood Baptist Health (BBH) — the joint venture uniting the former Brookwood Medical Center with Baptist Health System (BHS) and Tenet Healthcare Corporation — unveiled and celebrated its new name and brand in simultaneous events at each of its five hospital locations April 5.
Keith Parrott, CEO of BBH who previously served as CEO of BHS, said the new name represents a lot of “brand value.”
“We felt like both ‘Brookwood’ and ‘Baptist’ had long legacies of good care” and found that a great deal of positive influence surrounded both words, he said. And in the rebranding process, BBH considered its Baptist roots. “We went back to the original charter of why the Birmingham Baptist Association started Baptist Health System 90 years ago and it was really about serving people through people-focused health care ministry,” Parrott said.
This original focus has impacted the BBH brand, which was largely inspired by Ecclesiastes 4:12: “Though one may be overpowered, two can defend themselves. A cord of three strands is not quickly broken.” The three intertwined circles of the new logo represent how the three partner organizations together are putting people back at the center of care, according to a BBH press release. The rebranding will take place over the next six to nine months.
“While we have operated as one entity since the merger was finalized (in October 2015), 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.”
Faith roots
As the son and grandson of Baptist ministers, Parrott said his “Baptist blood is pretty thick” and believes that helping people understand the love of Jesus Christ is the most important way to improve one’s health.
“Spiritual health is No. 1, but right behind that is physical health.”
That’s why staying grounded in BBH’s faith roots is integral to its mission of patient-centered care. “The best health care is health care that’s delivered with a Christian spiritual focus,” Parrott said.
The merger represents Central Alabama’s largest health care network with 77 care sites in addition to its five hospitals: Brookwood Baptist Medical Center in Birmingham, Princeton Baptist Medical Center in Birmingham, Shelby Baptist Medical Center in Alabaster, Walker Baptist Medical Center in Jasper and Citizens Baptist Medical Center in Talladega.
The additional care sites include health centers, physician practices, imaging centers and a freestanding emergency department. Approximately $250 million in capital investments are planned at care locations during the next five years.
The BBH network serves more than 1 million patients annually and employs more than 1,300 doctors and 7,200 staff. And with the “collective growth in footprint,” BBH will be increasing its nursing staff in the near future.
“The future of the new [BBH] community of care is one of more resources, innovation and expertise to extend our Christian ministry of healing to those we serve,” Parrott said.
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