Dirne Community Health Center Re-Brands

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One of the region’s most well-known health care brands is changing its name.

At a press conference on September 9th, 2013 at 10:00am, Dirne Community Health Center will be officially rebrand. As part of a rebranding campaign, in the wake of the morphing landscape of the healthcare system, Dirne is changing it’s name to Legacy Health.

All satellite offices including Rathdrum Health Center, Dirne Dental Offices and Dirne Mental Health offices will also be adapting the new name.

Michael Baker, the CEO of now Legacy Health, said the name change is designed to make it clear to the public that the facilities and providers that Legacy Health have are for everyone, from individuals and families with or without health insurance.

"Since I have been here, I have been surprised that people think that our services are only for people that cannot afford health insurance," Baker said. "They assume we are a free clinic, and only see patients with limited incomes, when in reality, we provide exceptional medical, dental, and mental health services to everyone. In fact, providing care for people with coverage like Medicaid, Medicare and Private Plans, allows us to serve more uninsured, low-income patients in our community. Your healthcare dollars go further at Legacy Health, turning your healthcare dollars into more resources for our community.”

Dirne CHC has originally operated under the name of Lake City Healthcare until 1994, when the name was changed to honor our founder, Ms. Lidwin Dirne. Ms. Dirne and her friends founded the organization in 1985 for those that could not get adequate healthcare in the area. Lidwin Dirne was a member of the board of directors that approved the name change just before her passing this summer.

Baker said that the new name means even more to us now that Ms. Dirne has left us. “She truly left a legacy for our community. The 'Dirne' name isn't going away either," he said. "That's a very important part of our heritage. In no way does (the name change) diminish what Ms. Dirne did. We plan on naming the Coeur d’Alene facility after Ms. Dirne at a separate event later this year."

As part of the branding campaign, Legacy Health has developed a new logo and will start airing TV, radio and print ads in the future. The new logo features an orange abstract heart as part of the overall logo to represent Ms. Dirne as being the cornerstone of the organization.

Legacy Health hired a Liberty Lake advertising agency, Avenue 54, to work on the branding campaign. Avenue 54 clients include Riverstone, Walt Disney, and the Spokane Shine according to its website.

"In addition to advertising, we are employing cost-effective methods, including social media, to educate the public about Legacy Health and the services we provide," Baker said.

Baker said the campaign will be an ongoing effort to educate the public about what Legacy Health offers, especially the Health Navigator Program. This program is designed to help anyone, whether a Legacy Health patient or not, navigate the new health care system and answer any questions one might have.

Attendees at the press conference will include all area city Mayors, Coeur d’Alene Chamber of Commerce, Legacy Board of Directors, Administration and Providers.

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All press are invited to attend the press conference. If you would like more information about this topic, or to schedule an interview with Michael Baker, please contact Alan Brockway at 208.415.0292.

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Henry-Scott Simkins
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Henry-Scott Simkins
Avenue 54 Advertising Agency
509-497-2117 102
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