Novant Health Announces Unified System Brand

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Prince William Hospital to become Novant Health Prince William Medical Center


MANASSAS, VA – Novant Health today announced a strategic plan to unify all facilities in the system under the umbrella name, Novant Health. In 2013, the system will unite its four-state footprint by executing a strategic branding plan to tie together the multiple, distributed points of care across the region and commits to its patients and communities to make healthcare remarkable. Prince William Hospital will become Novant Health Prince William Medical Center.

Formed in 1997, Novant Health has grown from four to 13 acute care facilities, more than 100 outpatient facilities and over 350 physician practice facilities in four states.

“Over the past 15 years, Novant Health has grown into a sizeable regional health system,” said Carl Armato, president and CEO of Novant Health. “In 2013, we will formally join our system under one brand to better serve our communities and bring efficiencies to our operations. Together, our employees and physician partners will unify to create an unmatched healthcare experience for our patients.”

The strategic branding plan ties to Novant Health’s commitment to reinvent the healthcare experience by making it more convenient, easier to access, and more affordable so patients can focus on getting better and staying healthy.

“This unification is a great win for our community,” said Melissa Robson, president of Prince William Health System and COO of the Northern Virginia Market. “Through the strength of our system, we will reach best practices faster and leverage learnings from our other facilities. Our goal is to provide a remarkable patient experience and this change only assists our efforts.”

Journey to remarkable healthcare

Over the past several years, Novant Health has initiated a series of strategic steps to transform the patient experience and deliver remarkable care.  Beginning with the Codman Award-winning hand washing campaign in 2005, which focused on the safety of patients and invited them to have a voice in their care, the organization embarked on a concerted effort to create a remarkable patient experience.

Three years later, MRSA infections were down 63%, more than 3,000 hospitals around the world had emulated the program, and patients were clear that they had a voice in their care at Novant Health facilities. Since then, Novant Health has focused on transforming healthcare to create an experience that allows patients to focus on getting better and staying healthy.

More recently, since September 2010, Novant Health facilities have screened all admitted patients for type 2 diabetes. This “search and rescue” program has diagnosed nearly 5,000 people with previously undiagnosed diabetes.

Another step in this strategic plan includes open access for patients. Real-time online appointment scheduling, E-visits, and collaborative patient-clinician care are all part of the unified system strategy.

“We have made significant progress to transform healthcare, but the next, logical step in our journey is to tie our system together,” said Armato. “By unifying under the Novant Health brand, we are signaling to our patients and our communities that whether you seek care at a Novant Health facility in North or South Carolina—or Northern Virginia or Georgia—you should expect an unmatched experience including access when and where our patients want it at an affordable price. We want to make healthcare remarkable. That is our promise.”

The organization has also implemented employee engagement strategies as a part of the branding plan. In a first ever system-wide employee leader meeting in February, nearly 1,000 Novant Health leaders met in Charlotte, NC to be trained on the strategic plan.

Visual changes, new facility names

Along with the brand launch, the system will adopt a new logo. Signifying the strength of the Novant Health system, the new brand identity will be incorporated into Novant Health facilities throughout 2013.

Additionally, facility names will change to align to the brand strategy. All 13 hospital facilities will adopt the driving brand name, Novant Health, along with a facility locator.

“Our community will first notice a new visual look,” said Robson. “But it is important to note that this is more than a logo change. This is next step in our efforts to make healthcare remarkable.”

For more information on the strategic changes, visit The brand roll-out begins April 17.

About Novant Health

Novant Health is a not-for-profit integrated group of 13 hospitals and a medical group consisting of 1,130 physicians in more than 350 clinic locations, caring for patients and communities in North Carolina, Virginia, South Carolina and Georgia.  Hospitals include the following: Presbyterian Hospital, Presbyterian Orthopaedic Hospital, Presbyterian Hospital Matthews and Presbyterian Hospital Huntersville in the Charlotte, N.C., area; Forsyth Medical Center and Medical Park Hospital in Winston-Salem, N.C.; Kernersville Medical Center, Kernersville, N.C.; Thomasville Medical Center, Thomasville, N.C.; Brunswick Novant Medical Center, Bolivia, N.C.; Rowan Regional Medical Center, Salisbury, N.C.; Franklin Regional Medical Center, Louisburg, N.C.; Upstate Carolina Medical Center, Gaffney, S.C.; and Prince William Hospital, Manassas, Va.  Other Novant facilities and programs include outpatient surgery centers, medical plazas, rehabilitation programs, diagnostic imaging centers and community health outreach programs.  Novant Health is ranked 21st nationally among the 2012 Top 100 Integrated Healthcare Networks, according to an analysis by the IMS health informatics company.


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