Hospital board approves new name in re-branding effort

by Richard Uhlhorn

Jackie O’Hara at Jet Marketing, out of Ft. Collins, Colorado, presented the Lake Chelan Community Hospital Board of Directors at their Tuesday, September 22 board meeting with the marketing firms re-branding efforts. Her presentation included reasons why health organization would want to re-brand its identity.

She said, “If there’s a major change in leadership, community perception or an outdated logo.” She called the hospital/clinic’s current logo hard to use. She mentioned the legal reasons for a change including Blue Cross’s demand that the hospital stop using the blue in its current logo.

She stated that her firm worked with CEO George Rohrich, and other members of the hospital’s leadership plus two board members to re-brand the hospital. O’Hara stated that the number one issue with the hospital/clinic’s current branding was it was too long.

Commissioner Mary Murphy said she liked the new logo, but asked what criteria was used to design it. O’Hara said they considered three or four different designs in the process. Jordana LaPorte said it was a learning experience for her.  

The team came up with a name revision for the hospital that would be a:
Better representation of the organization today
Offers flexibility in service offerings
On point with best practices in the industry

The new name (logo), Lake Chelan Health, was unanimously approved by the board and O’Hara said it’s message wasn’t just about fixing health related problems, but also leading a healthy lifestyle.

Agustin Venegas, the hospital’s marketing manager, said the new name fits the hospital’s new direction. “This one is what is going to stand out,” said Venegas. “I feel pretty strongly of what it says about us.”

Rohrich asked if there would be any issues about registering the design? O’Hara said she wasn’t too worried about that but they did purchase URL lakechelanhealth.com in June. “We’ve already secured that which becomes a copyright of it,” said O’Hara.

Depending on the final design of the new hospital, this is what the
re-branding could look like on the building

Finances:

Total operating revenues as of August 31 was $2,323,124 which was $174,025 less than the projected budget. Vickie Bodle, interim Chief Financial Officer, said, “The pandemic money (we received) significatly helped us.” She also reported that any monies the hospital received from the CARES Act is not required to be paid back. “The good news is that we won’t have to pay that back,” said Bodle.

The facility is seeing a downturn in admissions now that the tourist season has ended and the fact that the Sanctuary is closed.

George Rohrich told the board that the hospital has a small negative bottom line. “Looking at September we are definitely out of the tourism season,” said Rohrich.

Rohrich hopes to have the hospital back in the black by the end of the year.

Building Project:

LaPorte requested that the Facilities Committee report be pulled from the Consent Agenda for board discussion. “I’m trying to coordinate this with the Finance Committee,” she said. “Where are we going with this?”

Rohrich replied that the staff continues to work “even as late as today to come up with a footprint (for the new hospital) that we can afford.” He said the number of beds in the new building is moving, but didn’t say by how much. He said if they hit budget, he will come to the Board with a report on October 9.

“Are we still considering removing beds,” asked LaPorte? Rohrich said enough where they won’t have to cut anymore. “When the bid prices come inwe may have to react to that,” added Rohrich.

LaPorte asked that the Facilities Committee report become a part of the regular agenda instead of on the consent agenda. “I’m looking for more meat” she said.

The board will conduct a Budget Review on September 30, hold its board meeting on October 9 and approved October 16 for a one-day retreat to complete a Strategic Plan.

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