Landmark hospital has bright future

By Melissa Grych

A familiar face with a long tradition of serving the White Rock community revealed a new name this week, as City Hospital of White Rock introduced itself as White Rock Medical Center. 

“We are proud to announce our new name and unveil our new logo — a move to affirm the advancements we are making to provide enhanced care to the community around us for years to come,” said Matthew Roberts, chief executive officer of the hospital. 

The hospital continues under current ownership — Pipeline Health — with a new name that speaks to the present and future of the hospital. Market research confirmed that the former name was confusing and not well understood in the community. 

“The new name — White Rock Medical Center — is a direct tie to the lake that distinguishes this hospital geographically,” Roberts said. “The term ‘medical center’ is a reflection of the high quality of the clinical services we provide.” 

During the past year, White Rock Medical Center has begun making significant investments to expand its clinical programs, attract additional physicians, renovate inpatient rooms and other facilities, as well as upgrade important medical technology. 

“We celebrate this milestone in our hospital’s history, taking great pride in our employees and feeling gratitude to the patients we are privileged to serve for years to come,” Roberts added. 

The new White Rock Medical Center logo carries the colors of the hospital’s previous logo — a vibrant blue combined with a lime green — as a reflection of the hospital’s history of service. The graphic carries two triangular figures, reflecting light as a symbol of hope. The graphic design also suggests sailboats — a familiar sight on nearby White Rock Lake. 

“The same graphic also suggests direction — as in a compass needle — and movement, signifying the important progress under way as White Rock Medical Center is revitalized with new investments and program growth,” according to Jane Brust, Pipeline Health’s vice president for marketing and communications. “The hospital name appears in all capital letters in an easy-to-read typeface, reflecting the stability of the organization and the friendliness of the staff and physicians.” 

As White Rock Medical Center makes its debut, new exterior signage is being unveiled, advertising and social media campaigns are under way, and celebratory events are planned for hospital employees. The promotion features the tagline New Name, Expanded Services, Bright Future. 

For more information about the new name and services for patient care, visit whiterockmedicalcenter.com. 

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