TOP: Julie Ann Freischlag, MD, FACS, FRCSEd(Hon), DFSVS, chief executive officer of Atrium Health Wake Forest Baptist, dean of the Wake Forest School of Medicine and chief academic officer of Atrium Health Enterprise, with Gene Woods, MBA, MHA, FACHE, president and chief executive officer of Atrium Health.
In August, Wake Forest Baptist Health became Atrium Health Wake Forest Baptist, unveiling a new brand that reflects the combined commitment of Wake Forest Baptist and Atrium Health to be the pre-eminent health care provider and academic learning health system in North Carolina.
“This is another milestone in our journey to come together for the benefit of our patients and the communities we serve,” said Julie Ann Freischlag, MD, FACS, FRCSEd(Hon), DFSVS, chief executive officer of Atrium Health Wake Forest Baptist, dean of the Wake Forest School of Medicine and chief academic officer of Atrium Health Enterprise.
“We were pleased we were able to retain our legacy brand, which is so important to our region, to Winston-Salem and to our affiliation with Wake Forest University,” she said. “At the same time, we see our exciting future ahead of us. More of our students will become the health care providers of the next generation. Together, with our colleagues within Atrium Health, we will create new care protocols and innovations that change what health care looks like for those who count on us for their care as well as those in our underserved communities who have limited or no access to health care, food, housing and other resources. This is our commitment to our regions.”
The brand features the Atrium Health Tree of Life logo, which represents the enterprise’s commitments and mission, as a symbol of hope and rejuvenation, preservation and regeneration of life. Each tree branch represents a guiding principle in serving and enriching communities: gentleness, generosity, humility, prudence, wisdom, kindness, loyalty and courage.
The new brand, which resulted from extensive collaboration between the two organizations, will continue to be rolled out in north-central and western North Carolina in advertising, marketing materials, signage and other types of branding in all locations throughout 2022.