Highlands Healthcare Announces Rebranding
February 22, 2014
DuBOIS- Thomas Gasbarre, board chairman, announced
today that in order to publicly solidify its network of services, Penn
Highlands Healthcare will change the names and logos of its four hospitals to
reflect the Penn Highlands brand.
The four campuses will be known as Penn Highlands
Brookville, Penn Highlands Clearfield, Penn Highlands DuBois and Penn Highlands
Elk. Accompanying each new hospital name
will be the logo utilized by the parent organization, Penn Highlands
"We announced internally in November that this
change would be coming," Penn Highlands Healthcare Chief Executive Officer
Raymond A. Graeca said. "While it will take some time to fully transition
all of the components into the Penn Highlands brand, our patients and visitors will
begin to notice new logos and names on certain materials over the next few
Highlands Healthcare completed a strategic plan in 2013 to serve as a guide for
current and future initiatives. One of the key recommendations of that plan was
to create a single brand to convey the new Penn Highlands identity.
need to reposition our hospitals as a single organization that brings together
the combined strengths and resources of Brookville Hospital, Clearfield
Hospital, DuBois Regional Medical Center and Elk Regional Health Center,"
Graeca said. "We have created a display for each of the hospitals to place
in their main lobbies so our visitors can see the new logos and names. This
the kick-off of the changes to marketing materials, advertising, letterhead, forms
and eventually signage on the campuses."
The mission of Penn Highlands
Healthcare™ is to improve regional access to primary care and advanced
services, and to continue to value the life and the worth and dignity of each
individual as intended by the founders of each local institution. This is supported by the vision of Penn Highlands
Healthcare to remain the provider of choice in the region. With that
in mind, Penn Highland Healthcare has also adopted a new tag line “Exceptional
Care in the Heart of Your Community” to further reinforce its commitment to the
residents of this region.
Highlands Healthcare was officially formed on Sept. 30, 2011, with the linkage
of Clearfield Hospital, DuBois Regional Medical Center and Brookville
Hospital. Elk Regional Health Center
joined Penn Highlands on July 1, 2013.
Clearfield Hospital was
established in 1901. DuBois Regional Medical Center formed in 1985 as DuBois’
two hospitals, DuBois Hospital and Maple Avenue Hospital, merged. Those
hospitals were established in 1897 and 1918, respectively. Brookville Hospital
has existed since 1915. Elk Regional Health Center formed in 1999 as a
combination of Andrew Kaul Memorial Hospital in St. Marys and the former Elk
County General Hospital in Ridgway, which opened in 1922 and 1902 respectively.
Through this partnership among
the hospitals, Penn Highlands Healthcare™ has evolved into an organization with
approximately 3,800 workers in 70 locations throughout eight counties in North
Central/Western Pennsylvania with annual net revenue just over $450 million. It
has 200 physicians and 60 physician assistants and nurse practitioners on
staff, and its facilities have a total of 537 inpatient beds. Its business
continuum also includes four home health agencies, a long-term care facility and
a home medical equipment company.