December 29, 2016 5:45 p.m.
An organizational rebranding is happening with Architrave Health and is subsidiaries.
The health care organization surveyed the communities it serves earlier this year and discovered that its branding was largely unknown, according to CEO Brent Eichman. In an effort to bring consistency and simplicity to the local health care market, the organization will change its name to Umpqua Health.
The rebranding will affect Architrave Health, which will now be called Umpqua Health, DCIPA Management, which changes to Umpqua Heatlh Management, and Umpqua Regional Medical Center, which will be referred to as Umpqua Health – Harvard.
Another subsidy, Umpqua Health Alliance, will stay the same.
The company plans to make wholesale updates to its marketing materials over the coming weeks.