After celebrating its 85-year legacy of caring for the community, Broward Health is preparing for its next chapter by updating its brand and unveiling new mission and vision statements that reflect its aspirations for a dynamic future. The changes come after almost two years of intense research and planning.
“Broward Health is always evolving to ensure our patients have the most advanced care and our brand needed to reflect that evolution,” said Shane Strum, President & CEO of Broward Health. “We are committed to our patients having the best possible experience and for Broward Health to become the premier health system for regional physicians, nurses and clinicians to practice medicine. The new brand helps us take necessary steps to achieve those goals.”
New Mission and Vision
Broward Health kicked off the new brand at the start of the year with the announcement of new mission and vision statements, with Strum saying that no brand can be authentic unless the culture of that organization is integrated. “We needed our colleagues to believe in the brand as much as our patient population.”
Broward Health’s bold new vision is “to be the Champion for a Healthier Community.” The healthcare system’s refreshed mission statement is: “Exceptional care. Extraordinary compassion. Everyday excellence.”
Clear and concise, these statements serve as a guiding star for the system’s almost 11,000 employees and physicians and bring into sharper focus the system’s aspirations of not only providing high quality patient care but also having a lasting impact on the community it serves.
“Healthcare is changing faster than ever before, and Broward Health is not afraid to embrace that change, to innovate and to be a leader in our market,” said Marcy Mills-Matthews, acting senior vice president and chief human resources officer at Broward Health. “We want the new mission and vision to remind our employees of our aspirations and why we work in healthcare. We want to encourage empowerment, passion and tenacity in our team.”
Brand Reveal
Following the release of the system’s new mission and vision, a website refresh and internal celebrations at each hospital for all caregivers, physicians and staff took place that revealed the system’s new logo and color palette. The logo – The Impact Star – is comprised of five layered, individual stars, that incorporate five colors inspired by the South Florida environment we call home, emulating the blues of our ocean and sunny skies. The five stars are also reflective of Broward Health’s five star values, which have been updated.
The brand rollout continues in February with the launch of a comprehensive marketing campaign, including digital and traditional advertisements featuring real patients and caregivers.
It was imperative to the system that the campaign be authentic, featuring real stories of hope and success.
“Broward Health’s marketing has long been known for using real patients to tell our story,” said Jennifer Smith, vice president of corporate communications and marketing, Broward Health. “We refused to deviate from that precedent, because what we do every day at Broward Health is real. Our dedicated doctors, nurses and staff sincerely care about each other and everyone who walks through our doors. We want patients and our employees to see the success stories captured in this campaign and be inspired by how Broward Health can impact their own tomorrows.”
Sneak Peek Behind-the-Scenes
Kaylee Gallegos and her mother Risa Teate
One of the patients you’ll see highlighted in the campaign is 25-year-old Kaylee Gallegos, who had bariatric surgery by Chi Zhang, M.D., at Broward Health Imperial Point.
While Down syndrome and mental delays are not by themselves restrictions for bariatric surgery if patients have the proper support system, several doctors declined to take Kaylee as a patient. Dr. Zhang, part of the Broward Health Physician Group, did not feel her Down syndrome should exclude her from the health benefits of bariatric surgery. Gallegos underwent psychosocial evaluation, demonstrated high functional understanding of bariatric surgery and it was confirmed she had family support capable of meeting her post-operative needs. She had robotic gastric sleeve surgery in March 2023, and lost 60 pounds in nine months. Her mother, Risa Teate, said since the surgery, her daughter looks good, feels good and has more energy than she ever had.
Avinash “Avi” Ghirow with nurse Dana Tabib
Eleven-year-old Avinash “Avi” Ghirow was diagnosed with leukemia in December 2020. He underwent two-and-a-half years of treatment for leukemia and even participated in a clinical trial under the care of Broward Health Physician Group pediatric hematologist-oncologist Hector Rodriguez-Cortes, M.D., at Broward Health Medical Center.
This experience inspired Avi to want to become an oncologist when he grows up so he can treat cancer patients with the same tender loving care he received. This desire mirrors that of one of his featured caregivers, Dana Tabib. A nurse manager in pediatric hematology-oncology, Tabib is a cancer survivor who was first diagnosed at age 7 and dedicated her life to caring for other children with similar diagnoses.
Bobby Impaglia demonstrating his golf skills
Bobby Impaglia, a South Florida PGA golf professional, collapsed on the golf course in the middle of teaching a golf lesson while suffering a near-fatal cardiac arrest. He was transported to Broward Health North, where Broward Health Physician Group interventional cardiologist Andre Landau, M.D., found blockages in several arteries of Impaglia’s heart, including the one that causes widow maker heart attacks. After successful surgery in which stents were placed in the arteries, Impaglia recovered quickly and says he was back on the range within a week.
More to Come
As the campaign continues to be revealed, you’ll see more stories like these about patients and caregivers.
Plans are also in the works to revitalize Broward Health’s medical campuses with new paint, signage and other assets that reflect its new brand.
“As we continue to build on our accomplishments, Broward Health is well positioned for even more growth and expansion to ensure that everyone in our community has the right care within reach,” said Strum. “No matter who you are or why you’re at Broward Health, know that we will see you ‘Well Into Your Future.’”
