After more than 100 years of meeting the health needs of children across North Texas, Children’s Medical Center Dallas recently introduced a new brand identity and system structure to reflect the organization’s revolution from a standalone pediatric medical center to a clinically integrated pediatric health system. Children’s Health System of Texas (Children’s HealthSM ) encompasses a full range of pediatric health, wellness and acute care services for children from birth to age 18, built around academic medical centers, specialty care, primary care, home health, a pediatric research institute, and community outreach services, among other forms of health care delivery.
“The mission of Children’s Health – to make life better for children – will not change,” said Christopher J. Durovich, president and CEO. “But changes in the health care environment present us with an opportunity to deliver health and wellness services through an expanded network that reaches more families closer to their homes.”
Durovich explained that as the organization has grown, Children’s Health has expanded its ability to deliver health care services beyond the traditional hospital environment, functioning as an integrated network of inter-connected facilities and services rather than a single point of health care delivery. “This announcement is formalizing the structure that we’ve built, which centers around families and their needs, improving access to care where they need it and how they want it,” he added.
Rather than a hospital serving as the destination for all services, Children’s Medical Center Dallas and Children’s Medical Center Plano, previously known as Children’s Medical Center at Legacy, will be at the center of a hub-and-spoke system that will extend care into the community, reaching and caring for even more children. This system includes multiple specialty centers and 18 primary care medical practices throughout North Texas, previously known as MyChildren’s, which will now be renamed Children’s Health Pediatric Group.
Examples of these alliances include the recently opened Children’s Specialty Center at Texas Health Presbyterian Hospital Dallas, and the first dedicated TeleNICU telemedicine program in Texas with Trinity Mother Frances Hospital in Tyler, both of which expand Children’s Health services to new communities.
To visually communicate the evolution of the brand, Children’s Health launched a new logo.
“Our iconic red balloon made the journey with us,” Durovich said, explaining that the balloon is now positioned at the side of the logo to embrace and protect the “health” of the children that is the core of the system’s mission, while also signifying the organization’s forward momentum.