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VOL. 126 | NO. 145 | Wednesday, July 27, 2011

Campbell Clinic Rolls Out New Identity

By Aisling Maki

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An established brand in Memphis health care has undergone a makeover. Campbell Clinic, a household name in orthopedic care for more than 100 years, is introducing its new brand identity to patients and the health care industry through its website, signage and billboards.

The physical redesign includes a circular logo representing the continuum of care and the healing process.

“We wanted our new identity to leverage the equity in our current brand, but also show our commitment to growth and positive change as we head into the next century of our existence,” said Campbell Clinic chief of staff Dr. Frederick M. Azar, who has been at the clinic since 1995 and is also the team physician for the Memphis Grizzlies. “We proactively created a special committee of physicians, board members and key stakeholders who all spent countless hours ensuring that the final identity accurately and professionally represented our brand.”

Most importantly, the new brand identity centers on patient experience, with expanded services and increased accessibility to musculoskeletal care. The organization is moving toward a patient-centered care model in which patients are better informed and more involved in the decision-making process.

Campbell Clinic has hired an outside consultant to focus on a new “culture of excellence” program that will help measure and evaluate patient care experience, from clinical care to setting to employee performance.

Azar said the organization has expanded so much in its services and approach that its growth required a shift in how the organization presents itself.

“We’re a patient-centric practice, and we’ve instituted ways to effectively monitor, measure and continually improve the patient experience,” he said.

“It is our continual commitment to listening and responding to patient needs that has made us an industry leader for the last century. We felt like it was time for a refreshed identity that reflected our category leadership position.”

Campbell Clinic sees about 125,000 patients a year at four area offices: Memphis Medical District, Southaven, Collierville and Germantown. There is a walk-in clinic at the Germantown site. Campbell Clinic physicians also provide services for patients at the Regional Medical Center at Memphis, Le Bonheur Children’s Hospital and the Memphis VA Medical Center.

The clinic was founded in 1909 by Dr. Willis Campbell, who in the years that followed organized the Department of Orthopaedic Surgery at the University of Tennessee in Memphis, establishing the first orthopedic residency program. He also co-founded and served as the first president of The American Academy of Orthopaedic Surgeons, which today has more than 30,000 members.

He also wrote the first textbook on orthopedic surgery, “Campbell’s Operative Orthopaedics,” which soon became the definitive work on the specialty and is today translated into six foreign languages and referenced by orthopedic surgeons worldwide.

“Campbell’s Operative Othopedics” is written and edited by Campbell Clinic physicians, who are currently working on the book’s 12th edition.

“In the world of orthopedic surgery, Campbell Clinic’s a household name, and many people don’t realize that,” Azar said. “A lot of it has to do with the fact that we’ve been around for a long time, but also the fact that we publish this. If you’re an orthopedic surgeon anywhere, you know about the Campbell Clinic mainly for that reason.”

Education and research have always been key components in the mission of the organization. The Campbell Foundation was established after World War II to support orthopedic education, research and community service.

In addition, Campbell Clinic doctors comprise the faculty of the University of Tennessee Health Science Center’s Campbell Clinic Department of Orthopaedic Surgery. Founded around the same time – UTHSC celebrates its centennial this year – the two entities were always loosely affiliated. In 1990 UTHSC and Campbell Clinic partnered to officially form the orthopedic surgery department in the College of Medicine.

Azar said Campbell Clinic also has one of the largest orthopedic residency training programs in the country, with 40 residents at any given time.

“We’re able to attract individuals from all over the country,” Azar said. “We’re a national program, and that’s one of the things that we treasure and we try and work hard to maintain.”

Campbell Clinic CEO George Hernandez said the company also continues to participate in research and development with the Memphis area’s robust orthopedic manufacturing industry.

“We have been partners in particular with Smith & Nephew and Wright Medical, and to a lesser degree Medtronic, for many years,” Hernandez said. “Our physicians have served as consultants to those organizations and we’ve jointly developed products with them and continue to do that. It’s an amazing combination of resources here in Memphis that allows us to leverage our experience on the clinical side and match that up with the expertise of the implant manufacturing folks and develop new intellectual property and eventually develop new products.”

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