From the Inside Out: Onvida Health’s Approach to Reimagining Its Brand
Onvida Health reinvented itself with a renewed purpose and values — and then wrapped the package with a new name, brand identity, and smart positioning.
// By Susan Dubuque //
When Yuma Regional Medical Center — now Onvida Health — began exploring a rebrand, it wasn’t about following a trend; it was about reflecting a truth. After years of growth and geographic expansion, the organization had evolved into something much greater than “the hospital on 24th Street” in Yuma, Arizona.
Eighteen months before the public unveiling of the new brand, the organization began a deep internal transformation — rethinking its purpose, values, and patient experience.
Machele Headington, senior vice president and CMO, Onvida Health
“This was about far more than a new name and logo,” says Machele Headington, senior vice president and CMO at Onvida Health. “We laid the groundwork for meaningful change — aligning operations, re-engaging our team around core actionable values, elevating the experience we deliver, and preparing to speak with a more unified voice.
Continue reading to learn how Onvida Health introduced its brand internally and externally, launched a multichannel campaign, and created a platform for long-term connection and growth.