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Repositioning a 30-Year-Old Community Clinic into a Leader in Sustainable Healthcare

    Healthcare that's bigger than you.

Healthcare that’s bigger than you.

Natural evolution is the ultimate form of innovation. If you pay attention, nature can teach all businesses how to thrive, no matter how nasty the economic environment.

Earlier this year, we were privileged to help rebrand Clinica Adelante; a community clinic that was founded to serve the health care needs of farm workers in Maricopa County, AZ 30 years ago.

In that time, their business environment has changed dramatically. Immigration laws and urban sprawl have significantly impacted their patient population. State and federal funding is harder to secure, especially with patient count in decline. And competition from private practices is growing as subdivisions replace farms.

Yet even with all of these impacts, Clinica Adelante remains true to it’s mission:

“Adelante Healthcare continually seeks to improve the health of our communities by providing quality, comprehensive primary health care within each patient’s ability to pay.”

However, in order to continue to serve the underserved, Clinica Adelante needed to evolve, and innovate quickly, to attract privately-insured patients. In January we took their leadership through a branding program. We discussed their nine convenient locations, top-notch doctors, electronic health records initiative, etc.. These are all great features, and yet none of them are brand differentiators. So we dug deeper.

The key to their new brand is in celebrating the organization’s heritage of growing from the land, while making it relevant for the next 30 years. But being relevant wasn’t enough. Clinica Adelante challenged themselves to be leaders. We started by updating its name and organizational persona to reflect its new brand position: “Sustainable Healthcare.”

The originallogo depicts the organization's heritade, while the new brand makes it relevant today.

The original logo depicts the organization’s heritage, while the new brand celebrates  its relevance today.

Sustainable Healthcare

The “Sustainable Healthcare” platform isn’t just about going “green.” The brand position has three equally significant legs.

  1. Sustaining the health of the individual patient: Sustaining individual health includes all of the above features, offering multi-disciplinary services, and becoming an online and offline resource for healthier lifestyles through diet, fitness and green living.
  2. Sustaining the availability of health care for all: True to its mission, Adelante Healthcare will continue to serve the needs of all patients – regardless of their ability to pay – through central locations, convenient hours and a multi-cultural staff.
  3. Sustaining the environmental health of the communities they serve: Adelante will become a leader in green clinic operations, educate on living healthier lifestyles, and promote environmental sustainability.

Another way to view Adelante’s position is: “Healthcare that is bigger than you are.” That’s a ubiquitous “you,” meaning that when anyone associates with Adelante as a privately insured patient, they are healing more than just themselves. They are helping others benefit from high quality healthcare, while also contributing to a community that strives to make the home, neighborhood, and planet a healthier place.

     Adelante's new Sustainable Healthcare website

Adelante’s new Sustainable Healthcare website

Operationally, becoming a model of sustainable healthcare is an ambitious goal. It doesn’t happen overnight. The goal is to have a definitive plan in place with measurable outcomes. Adelante is relying on organizations like the Teleosis Institute, Practice Greenhealth, and CleanMed for best practices in sustainable operations. They have also hired a new sustainability professional to enact change throughout the entire organization for waste reduction and recycling, energy efficiency, organic cleaning and maintenance, and green building materials for expansion and renovations. Adelante recently moved into its first LEED certifiied clinic in Buckey, AZ, with more to come.

aveinAvein Saaty-Tafoya, MBA, HCM, is CEO of Adelante Healthcare. She said one of the challenges in their evolution was defining what “Sustainable healthcare” means.

“Our greatest obstacle was clarity. There were many assumptions about our new brand given the new focus on sustainability, as well as all the activity outside our industry in the green movement. Park&Co helped make this brand identity relatable and easy to understand.”

Here’s what Avein had to say about the opportunities the new brand position presents.

“It honors our mission, which is grounded in continuing the provision of health services whether a patient is insured or loses their coverage. It touts our business model, which as a non-profit community based collaborative must drive revenue and cover expenses, while at the same time increase efficiency and contain costs. We are exceeding expectations when it comes to quality and financial metrics. We are becoming a state and national model because of innovative programs like our collaboration with the Farmers Market Association at our centers. This partnership helps our patients gain access to affordable and healthful organic produce. Simple initiatives like this one have made a positive impact on our staff, patients, and the communities we serve.”

By helping Adelante Healthcare share its mission of sustainability with a broader audience, we helped it secure its own sustainability as a business and a brand. We’re proud to be part of their innovative evolution to thrive in the next three decades and beyond.

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10 Comments On This Topic
  1. Green Marketing: Is Your Sustainable Brand a Sapling or Redwood | ParkHowell.com posted
    December 29, 2009 at 11:02 am

    [...] Perhaps, the most important of all, are your creating a sustainable marketing campaign that is bigger than yourself, your shareholders and your [...]

  2. Corporate social responsibility - sustainable storytelling - green marketing | ParkHowell.com posted
    March 31, 2010 at 9:46 am

    [...] Healthcare and its “Sustainable Healthcare” [...]

  3. Green marketing - selling sustainability with brand storytelling | ParkHowell.com posted
    April 16, 2010 at 9:42 am

    [...] We created this ad as part of the new campaign for Adelante Healthcare and their brand of sustainable healthcare. [...]

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    June 1, 2010 at 2:13 pm

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  5. Green marketing - 10 sutainable brands and their stories | ParkHowell.com posted
    June 10, 2010 at 8:13 am

    [...] practice what we preach, as is seen in the sustainable healthcare movement we helped create when we rebranded Adelante Healthcare. The organization’s three pillars of sustainability include sustaining [...]

  6. Confessions from the Phoenix Ad Person of the Year | ParkHowell.com posted
    October 7, 2010 at 11:03 am

    [...] stalwart market positions and sustainable business models for their clients. Take a look at the re-branding of a 30-year-old community health center into a powerfully relevant leader in “Sustainable [...]

  7. Q&A with a Story Guru: Park Howell: Story Helps Us Set Personal Goals While Providing Structure to Businesses, Causes : Career Portfolio posted
    March 6, 2011 at 4:30 pm

    [...] can hear all about it from our client here. Other gripping stories include our branding of “Sustainable Healthcare” for a 30-year-old community health services provider, “Recycled Water” for [...]

  8. Park Howell: Developing Meaningful Brands Through Sustainable Storytelling « Holistic Marketing Concepts for Business posted
    January 30, 2012 at 5:55 pm

    [...] and the City of Mesa; “Bring Back Blue” for the Maricopa County air quality department; and “Sustainable Healthcare” for Adelante Healthcare. In addition to creating sustainable marketing plans for companies that [...]

  9. Green Marketing and Social Media Creates New Business for Phoenix Ad Agency « FUEL LINES Fueling Ad Agency New Business Through Social Media posted
    April 3, 2012 at 10:26 am

    [...] positioning provided them the opportunity to create and launch the “Sustainable Healthcare” brand for Adelante Healthcare, a 30-year-old Arizona healthcare [...]

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