Baxter Regional Health System on Thursday announced it has changed its name to Baxter Health as part of a new branding strategy.
The new strategy aims to "simplify things for patients" while also moving the organization towards a more inclusive health system for the 11 counties it serves.
The system in Mountain Home said it chose the new name after thousands of hours of focus groups, studies and surveys. Tobias Pugsley, Baxter Health's director of marketing, said the choice reflects that the organization is now "much bigger than just a regional medical center."
"The major insight we received was that our brand needed to be positioned for future success in order to draw in the next generation of doctors, nurses, and staff, but should not lose sight of the Baxter legacy and heritage that has made it great," he said in a news release.
Baxter Health President and CEO Ron Peterson said the rebrand includes a new mission: "Compassionate care beyond measure."
The system also has eight new core values:
- Make every interaction meaningful
- Be extraordinary every day
- Provide service beyond measure
- Comprehensive care by design
- Treat everyone like family
- Always take ownership
- Independent with a purpose
- Think as many, act as one
New branding was rolled out immediately, but the entire transition is expected to take three to five years to complete.