In South Florida’s ever-evolving healthcare landscape, Broward Health is taking action to ensure it meets the community’s needs today and well into the future. That includes welcoming two key additions to its corporate leadership team: healthcare veterans Bernardo “Bernie” B. Fernandez Jr., M.D., and Aurelio Fernandez III.
Aurelio Fernandez, a name synonymous with healthcare excellence in South Florida, brings an unparalleled depth of knowledge and experience to the table. With a career spanning over four decades in various healthcare settings, the former president and chief executive officer (CEO) of Memorial Healthcare System in Hollywood is now serving as an executive in residence for Broward Health after stepping in to serve as interim CEO for its flagship hospital, Broward Health Medical Center.
Aurelio Fernandez III
“I am enjoying leading special initiatives that are already making a positive impact on the community by optimizing operational matters and ensuring we are provided the most advanced care and best patient experience,” he said.
Dr. Bernie Fernandez, who formerly served as CEO of Baptist Health Medical Group and Cleveland Clinic Florida, is now Broward Health’s corporate physician executive. He complements this leadership mosaic with his rich medical practice and healthcare management background.
“The fact that Broward Health wants the voice of the physician at the table is motivating,” said Dr. Fernandez. “Shane and the executive team have built respect among the physicians and nurses. Having clinical people bring the voice of care to administrative decisions, I think that’s a win.”
Combining the experience and talent of these new leaders with that of the system’s already robust executive team, including President and CEO Shane Strum, creates a powerful trifecta of leadership as Broward Health ushers in a new era marked by a fresh mission, a dynamic vision, and a reinvigorated brand identity.
“Aurelio and Bernie bring a tremendous amount of wisdom and experience and have bolstered our emphasis on creating an A-plus executive team,” said Strum, whose own leadership is characterized by an unwavering commitment to excellence, innovation, and an acute awareness of the healthcare landscape’s complexities. “It’s an exciting time at Broward Health. We are not only creating a new vision, but we’re making things happen.”
Dr. Bernardo B. Fernandez Jr.
Under Strum’s leadership, Broward Health has embarked on a significant rebranding initiative that goes beyond cosmetic changes. The new mission, vision, and logo are the harbingers of a cultural transformation that touches every aspect of the organization. The strategic process behind this rebranding was comprehensive and inclusive, involving extensive market research and consultations with various stakeholders, from physicians to community leaders.
“For 18 months, our Marketing Department conducted market research and talked to physicians, community leaders, patients and our clinicians,” Strum said. “This collaborative approach ensured that the new brand resonated with the internal team and the broader community Broward Health serves.”
The organization’s new mission and vision were crafted to be succinct yet powerful, guiding Broward Health’s actions and decisions. The redefined core values now serve as a compass for the organization, ensuring that every initiative, every interaction, and every decision aligns with these principles. This strategic pivot is not merely about changing perceptions, but is a fundamental shift toward enhancing patient care, fostering innovation and strengthening community ties.
“We are rebranding our organization from the inside out, with a cultural shift that fosters and celebrates excellence and the passion, spirit and tenacity of our great employees,” Strum explains, highlighting one of the multifaceted reasons behind the recent shifts at Broward Health. “That’s why a big part of the new brand campaign celebrates our dedicated workforce and shares their inspiring stories.”
At the core of Broward Health’s plans for its next chapter are strategic initiatives that harness the power of advanced technology and foster deeper connections with the communities served, as well as a culture shift toward greater openness and collaboration.
Technological advancement will continue to be a key pillar of Broward Health’s strategy, with investments in state-of-the-art medical equipment and digital health solutions. The introduction of the new stereotaxis system, a rarity in Florida, and the DaVinci SI surgical system’s adoption are two recent examples of Broward Health’s commitment to leading the way in medical innovation.
Community engagement is another focal point of Broward Health’s strategic initiatives. The leadership team understands the importance of building and maintaining strong relationships with the community. By actively seeking input from community leaders, patients, and their families, Broward Health ensures its services are responsive to the community’s needs. This engagement is facilitated through various channels, including community health programs, educational workshops, and partnerships with local organizations. The goal is to make healthcare accessible to all population segments, improving overall community health.
All three leaders expressed appreciation for having a Board of Commissioners that is committed to the organization and supportive of the initiatives being pursued by Broward Health leadership.
“Our board of commissioners is phenomenal,” said Strum. “They know our organization and our community and want us to be successful. When a board and an executive team work well together, they can move mountains. We’re very fortunate.”
As Broward Health looks to the future, Strum signaled the additional expansion of the health system’s geographical footprint as it creates additional access points to meet the needs of a growing community.
“The system is well positioned and committed to evolving and advancing care, delivering the right care at the right time through collaboration with its physicians, its employees and the community it serves,” said Strum. “The next generation of healthcare is here.”
For more information, visit www.browardhealth.org.
