YUBA CITY, Calif.--()--Rideout Health is the new name and umbrella brand for the Fremont-Rideout Health Group, the largest healthcare provider and non-government employer in Northern California’s Yuba and Sutter counties.
“We were gratified to see how important the Rideout legacy is to the community”
The naming re-alignment comes as the non-profit is midway through construction of an expanded regional medical center in Marysville, anchored by Rideout Memorial and the just expanded Cancer Center it operates in partnership with UC Davis Health System.
Rideout, the family name of the founder and benefactor of the original 1907 hospital, was the clear winner in a series of community and stakeholder surveys conducted in late 2011. “We were gratified to see how important the Rideout legacy is to the community,” said CEO Terri Hamilton. “The name keeps us rooted in our history and mission, while the streamlined brand is more easily paired with both clinical and business partners to expand healthcare resources for our patients.”
During the transition, the legal name of the non-profit corporation will remain as before, with DBAs established for its various components, most of which will be renamed with the Rideout brand: Feather River Urology, for example, becomes Rideout Urology; Feather River Pain Management, Rideout Pain Management; Sierra Health becomes Rideout Medical Equipment & Supplies, etc. Fremont Medical Center, which in future will be converted into offices for primary care physicians and support services, will become known as Fremont Medical Plaza, by Rideout Health. As new joint ventures and affiliations are developed ‘Rideout’ will be included in the primary or secondary names of each.
The familiar quails, the California state bird appearing in the healthcare group’s logo for more than two decades, remain part of the new brand, growing from two to three in number to represent the young, adult and senior patients served by Rideout Health. A print, online and TV advertising campaign featuring the new brand will begin running in early September. TV spots will include the anthem, “I See Your Spirit,” newly commissioned by Rideout, to complement its new brand and statement of organization values. The transition to the new name and logo will take place over the course of the next year; to conserve both money and the environment, branded materials will be replaced only as existing supplies are depleted.
Rideout Health is the independent, non-profit, community-based healthcare organization that operates Rideout Memorial Hospital, Fremont Medical Center and other medical facilities around the Yuba-Sutter region. It also is the area’s largest non-government employer. In fulfillment of its mission to provide quality healthcare to everyone, regardless of financial circumstance, in 2011 the organization provided more than nearly $50 million in unreimbursed or free medical care to uninsured or under-insured patients.