Park&Co

How we positioned Adelante as one of the country's first sustainable healthcare organizations.

If there's one thing business can learn from nature, it's that you have to evolve to survive. In early 2009, we were privileged to help re-brand Clinica Adelante, a community clinic that was founded to serve the health care needs of farm workers in Maricopa County 30 years ago. Since that time, their business environment has changed dramatically, and it was our job to bring their branding up to speed.

Despite changes in immigration laws, suburban sprawl, patient declines, growing competition and federal and state funding problems, Clinica Adelante has remained true to it's mission: "To continually improve the health of our communities by providing quality, comprehensive primary health care within each patient's ability to pay." To continue their mission of serving the underserved, it was important that they evolve and innovate quickly in order to attract privately insured patients.

The "Sustainable Healthcare" platform we created for them fit their agrarian history, their mission and their business model perfectly. And it's not just about going "green."

The brand position has three equally significant legs.

1. Sustaining the health of the individual patient. This includes 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, Clinica Adelante will continue to serve the needs of all patients - regardless of their ability to pay.
3. Sustaining the environmental health of the communities they serve. Clinica Adelante will become a leader in green clinic operations, educate on living healthier lifestyles, and promote environmental sustainability.

Upon establishing a platform, we immediately set about updating Clinica's name and logo. Again, these changes were designed to honor the organization's past while heralding a new era. "Healthcare that's bigger than you are." became the central theme behind the Adelante's new website. The site is now a much more valuable resource for patients, clinics and community because it helps to serve patients before they come in for treatement. It also expresses how privately insured individuals who choose Adelante are healing more than just themselves. They're helping others benefit from the high quality healthcare Adelante provides while also contributing to a community that strives to make the home, neighborhood, and planet a healthier place.

Operationally, becoming a model of sustainable healthcare is an ambitious undertaking. It doesn't happen overnight. The goal is to have a definitive plan in place with measurable outcomes. Adelante is already working on establishing best practices in sustainable operations. They have also recently moved into their first LEED-certified clinic in Buckeye, with more to come.

By helping Adelante Healthcare share their mission of sustainability with a new generation and a broader audience, we helped them secure their own sustainability as a business and a brand. We're proud to be part of their innovative evolution and we look forward to helping them thrive for decades to come.

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