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March 11, 2016
Leading Healthcare Trade Association Announces Brand Transformation, Name Change
AMGA Reveals New Brandmark, Brand Positioning Line at Annual Conference
ORLANDO, FL-The American Medical Group Association today announced that it has changed its corporate name to “AMGA,” created a new brandmark, and added a brand positioning line, “Advancing High Performance Health,” effective immediately.
“AMGA members are leading the transformation of health care in America, and we felt it was time that our branding reflected the changes,” said Donald W. Fisher, PhD, CAE, AMGA’s president and chief executive officer. “The change of our corporate name to AMGA and the addition of our positioning line is an important milestone in the history of our Association. It reflects the new healthcare reality, honoring our heritage while giving AMGA a fresh identity - forward looking and clearly focused.”
AMGA’s Board of Directors unanimously approved the name change in a special session earlier this year.
The organization engaged members, thought leaders, and industry stakeholders to help identify the attributes the rebranding would express:
- Leadership: AMGA members are defining the future of health care, collectively supporting each other and guiding the industry.
- Partnership: AMGA creates vigorous, sustaining, and indispensable partnerships with and among members. Shared learning is at the core of AMGA’s value and our members’ success.
- High Performance: AMGA members are delivering value as high-performance organizations built upon AMGA’s traditional values-coordinated, team-based, patient-centered care. AMGA members promote population health, accepting accountability for outcomes and the overall cost of care.
About the Brandmark
The AMGA “A” brandmark is a visual expression of the many key attributes of AMGA, the skills and expertise of members, all fitting together with precision to form a modern mark (or brandmark), with a strong sense of upward and forward direction.
The design elements were chosen to convey the themes of leadership, AMGA’s heritage, and positive transformation. Leadership is represented by the upward angle of the design, also giving a sense of positive movement that emanates from AMGA’s heritage and tradition.
“We sought to broaden our reach, embrace the full range of our constituents, and communicate our common purpose,” said Fisher. “We also wanted to establish closer relationships within AMGA’s corporate family-tying our foundation, our analytics team, our consulting organization, and our CAPP affiliate even more closely to AMGA. Finally, we wanted a brand that would inspire our members and the nation around our common purpose in advancing high performance health in the 21st century. We are excited about this brand transformation and are confident it positions the association for success in the future”
Fisher continued, “In the coming months, you will see us unifying our branding and aligning our offerings. We will continue to offer the high caliber of education, advocacy, innovation, and resources that you value as members of AMGA. We continually support one another-acting as one with strength and focus.”
For more information about AMGA’s brand transformation, visit www.amga.org.
AMGA is a 501(c)(6) trade association representing medical groups, health systems, and other organized systems of care, including some of the nation's largest, most prestigious integrated delivery systems. AMGA is a leading voice in advocating for efficient, team-based, and accountable care. AMGA members encompass all models of organized systems of care in the healthcare industry, including: physician-owned, independent group practices, integrated delivery systems, hospital-affiliated medical groups, independent practice associations (IPAs), academic and faculty practices, accountable care organizations, and high-performing health systems. Approximately 177,000 physicians practice in AMGA member organizations, providing healthcare services for 133 million patients (approximately one in three Americans). Headquartered in Alexandria, Virginia, AMGA is the strategic partner for these organizations, providing a comprehensive package of benefits, including political advocacy, educational and networking programs, publications, benchmarking data services, and financial and operations assistance. www.amga.org