Waco Family Medicine Rebrand Leads to Name Recognition and Community Pride

May 13, 2021
Carlos Hinojosa, development director, Waco Family Medicine

Carlos Hinojosa, development director, Waco Family Medicine

One organization with too many names leads to an identity crisis and confusion for all involved. It’s a story we’ve heard many times, usually driven by the rapid pace of mergers, acquisitions, and consolidation in the health care industry over the past 10 to 15 years. Brand has become increasingly important as a way to connect all the parts of an organization under one unifying concept.

Waco Family Medicine had a slightly different reason for needing a name change and rebrand. Its family medicine residency program, foundation, and community health centers had been around since the ’70s, ’80s, and ’90s, respectively, but not many people in the community knew about it.

As the organization evolved, it picked up new names along the way, like a snowball. But no one understood that all the different names were part of one entity. And because of that, it was hiding in plain sight in McLennan County, a community in central Texas with a population of more than 250,000.

“I’ve lived in Waco for about 20 years and for about the first 10 or so I didn’t know that this place existed and so one of my goals was to try to change that,” says Carlos Hinojosa, development director for Waco Family Medicine.

Learn how the rebrand helped elevate the community’s connection to, and pride in, Waco Family Medicine:

Can a New Brand Confer Respect and Dignity on Patients? It Happened in Waco

Best regards,
Matt Humphrey

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