Children’s Health System of Texas Launched Today in North Texas

By:   Monday, September 22, 2014

DALLAS – Sept. 22, 2014 – Children’s Health System of Texas (Children’s Health℠) today introduced its new brand identity and system structure, reflecting the organization’s evolution from a standalone pediatric medical center to a clinically integrated pediatric health system. Formerly known by the name of its flagship hospital, Children’s Medical Center Dallas, today Children’s Health encompasses a full range of pediatric health, wellness and acute care services for children from birth to age 18, built around academic medical centers, specialty care, primary care, home health, a pediatric research institute, and community outreach services, among other forms of health care delivery.

“The mission of Children’s Health – to make life better for children – will not change,” said Christopher J. Durovich, president and CEO. “But changes in the health care environment present us with an opportunity to deliver health and wellness services through an expanded network that reaches more families closer to their homes.”

Durovich explained that as the organization has grown, Children’s Health has expanded its ability to deliver health care services beyond the traditional hospital environment, functioning as an integrated network of inter-connected facilities and services rather than a single point of health care delivery. “This announcement is formalizing the structure that we’ve built, which centers around families and their needs, improving access to care where they need it and how they want it,” he added.

Rather than a hospital serving as the destination for all services, Children’s Medical Center Dallas and Children’s Medical Center Plano, previously known as Children’s Medical Center at Legacy, will be at the center of a hub-and-spoke system that will extend care into the community, reaching and caring for even more children. This system includes multiple specialty centers and 18 primary care medical practices throughout North Texas, previously known as MyChildren’s, which will now be renamed Children’s Health Pediatric Group. Children’s Health also will focus on delivering health and wellness services through community and faith-based organizations, as well as through strategic alliances.

Examples of these alliances include the recently opened Children’s Specialty Center at Texas Health Presbyterian Hospital Dallas, and the first dedicated TeleNICU telemedicine program in Texas with Trinity Mother Frances Hospital in Tyler, both of which expand Children’s Health services to new communities.

New Name, New Logo

At an event for employees last week, Durovich unveiled the new visual identity for Children’s Health. “Our name, Children’s Health, clearly states who we are and what we stand for – the health of children,” he said. “It truly takes a system to raise a healthy child into young adulthood, and our system is our promise to be an ally to parents in caring for their children.”

Children’s Health conducted extensive research to ensure the new visual identity represents the organization’s mission and expanded scope, and is meaningful to the community it serves. “Our iconic red balloon made the journey with us,” Durovich said, explaining that the balloon is now positioned at the side of the logo to embrace and protect the “health” of the children that is the core of the system’s mission, while also signifying the organization’s forward momentum.

Along with the new brand identity, Children’s Health is launching an integrated advertising and marketing campaign built around a “By Your Side” positioning. Consumers in North Texas will see and hear television and radio advertising, print advertising, billboards, online advertising, and other forms of promotional marketing that demonstrate how Children’s Health is an ally to parents in the health and wellness of their children. The multi-media campaign will feature the red balloon appearing by the side of children in everyday situations where Children’s Health offers services that benefit children, including nutrition, safety, disease management and critical care. The campaign will create relevant conversations with moms to demonstrate that Children’s Health is “by your side” in all things related to children’s health.

“The extraordinary physicians, nurses and staff of Children’s Health will continue to deliver the exceptional care that has been a heritage of our organization,” said Durovich. “And children will remain at the heart of what drives every team member throughout the Children’s Health system.”

About Children’s Health System of Texas

Children’s Health System of Texas (Children’s Health) is one of the nation’s leading pediatric health care systems, providing a full spectrum of healthcare services for children in Dallas, North Texas and surrounding regions. Children’s Health includes a clinically integrated network featuring the flagship hospital Children’s Health Children’s Medical Center Dallas, as well as Children’s Health Children’s Medical Center Plano and Children’s Specialty Center Southlake, 18 Children’s Health Pediatric Group primary care centers, home health, physician practices and professional services and a pediatric research institute. For more information, please visit

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