Architrave Health has changed its name to Umpqua Health.

The company said it’s rebranding itself to make it easier for patients and the community to recognize it amidst a health care market inundated with acronyms and hard-to-remember names.

The new name closely resembles the old name for the coordinated care organization Umpqua Health Alliance, which is owned by the company formerly known as Architrave. Umpqua Health Alliance contracts with the state to coordinate care for Oregon Health Plan patients in most of Douglas County, and will keep its name.

The parent company, now called Umpqua Health, was formed in January 2013 as Architrave Health, a joint venture of Mercy Medical Center and DCIPA, The Physicians of Douglas County. An architrave is a beam that lies on top of two columns.

DCIPA, traditionally known by an acronym so obscure few now recall what it originally stood for, will now be known as Umpqua Health Management.

The company also owns a clinic previously called Umpqua Regional Medical Center, which will now be called Umpqua Health — Harvard. It’s located in the Harvard Medical Park off Harvard Avenue in Roseburg.

Umpqua Health CEO Brent Eichman said the company commissioned a survey of Douglas County residents to learn more about their perceptions of health care in the community.

“What we discovered was our various names — whether it be Architrave Health, URMC or Umpqua Health Alliance — were largely unknown to the people we serve, which is a problem we want to address,” Eichman said.

So the company hired Oregon design firm Anvil Northwest to develop a new identity for the company and its subsidiaries. The design team determined that Umpqua Health was the name that most clearly identified the people and geographic region the company serves.

The new name also comes with a new logo, and signs and other materials will soon reflect the new brand.

“We intend to carefully grow our new name and look in the community, making sure our constituents are aware of the change, but understand our focus on high-quality, cost-effective, accessible health care remains our leading priority,” Eichman said.

Reporter Carisa Cegavske can be reached at 541-957-4213 or ccegavske@nrtoday.com.

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Senior Reporter

Carisa Cegavske is the senior reporter for The News-Review. She can be reached at ccegavske@nrtoday.com or 541-957-4213. Follow her on Twitter @carisa_cegavske

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