Jordan Valley health system rolls out new name

Jordan Valley Community Health Center is rolling out a name and branding change.

The organization is now doing business, effective today, as Jordan Valley Health, officials said in an interview with Springfield Business Journal.

"We have never really been effective about communicating who Jordan Valley is," said Dr. Matthew Stinson, CEO of Jordan Valley Health. "We needed to find our voice."

Dr. Nick Pfannenstiel, executive vice president and chief operating officer, said the previous named was limited in its scope.

"We do a lot of things that aren't typically associated with community health centers," he said. "Jordan Valley Health is more overall encompassing."

Jordan Valley Health engaged the services of nonprofit marketing agency Fieldtrip over a 10- to 11-month period to develop the new name and branding: a mother bear and her cub. They also came up with a mantra, "We See You," to use alongside the new name and brand.

The new name will be transitioned on signage and materials over the next several months, with Stinson citing a fall goal for full implementation.

Jordan Valley Health, which has more than 800 employees, is not making any other changes beyond the name and branding, officials say.

"Nothing's changing," said Brittany Zachary, the health system's marketing and communications officer. "We haven't merged. We haven't been acquired."

She said the change can best be summed up as "new look, same care."

One of the largest federally qualified health centers in Missouri, Jordan Valley Health serves around 67,000 patients annually, according to past SBJ reporting.