September 10, 2019 3:40 a.m.
Umpqua Community Health Center is changing its name to Aviva Health, effective immediately.
Ruth Galster, chair of the not-for-profit’s board of directors, said the update to the organization’s brand was an initiative driven by the board itself and was largely due to “mission enhancement” over the years.
Galster said they are “proud of our beginnings when we were an open-door clinic in downtown Roseburg providing hope and healthcare to vulnerable, underserved populations”. She said they will never lose sight of that. She said over the years, the organization has grown to 7 clinic sites across Douglas County from which integrated medical, behavioral and dental healthcare are offered. Galster said that care has been recognized by the Oregon Health Authority as among “the best in the state”.
Galster said the growth and the addition of a family medicine residency program, for which Aviva Health’s Roseburg clinic will serve as the teaching health center, was the catalyst for the update.
The release from the organization said that in Hebrew, Aviva means spring and hope. The “viva” portion of the word is understood as pertaining to life and liveliness. Galster said both translations are embodied by Aviva Health’s “rich history and promising future”.
Aviva Health CEO KC Bolton said over the coming weeks, patients and community members will be exposed to the refreshed brand through and updated website and building signage, billboards, radio ads and social media. He said other community outreach activities to build awareness for the new name are also in the works.