Tri-County Health Care CEO Explains Rebranding to Astera Health
After months of deliberation, Tri-County Health Care has said it will change its name to Astera Health. CEO Joel Beiswenger announced the change during a company picnic on August 19.
This is not the first time the organization has changed its name. Beiswenger says the decision was not made overnight, and the evolution of health care was part of the decision to rebrand.
“We’ve been working on this now for a little more than a year and a half, so not a decision made lightly or one without a fair amount of effort. And of course, as one could expect, it … [had] some element of delay in it related to our COVID management experience,” explained Beiswenger.
“Secondly, it is helping to clear up some confusion about our present name. ‘Tri-County’ is not unique: it is used by other organizations in our region. Nor is it defendable from a copyright and trademark perspective.”
Beiswenger says the change will not be effective immediately. Instead, the changes will be complete upon the opening of their brand new health care facility in 2023.