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Doctors, nurses and staff members of the newly named Baptist Health Shelby Hospital gathered together on Tuesday, Jan. 7 in celebration of the new branding. (Reporter photos/Noah Wortham)

By NOAH WORTHAM | Managing Editor

ALABASTER – Shelby Baptist Medical Center in Alabaster has been renamed Baptist Health Shelby Hospital following the launch of a new brand identity across the Brookwood Baptist Health system which will now be known as Baptist Health.

Doctors, nurses and staff members of the newly named Baptist Health Shelby Hospital gathered together on Tuesday, Jan. 7 in celebration of the new branding with an array of gift bags and sweet treats to enjoy alongside photo opportunities.

“Today is a celebration of the relaunch of a company and a hospital that has been in existence in Shelby County for 65 plus years,” said Brian Pavlick, marketing manager for Baptist Health. “This community was built with the premise of quality care, and at the time, faith-based quality care based on the healing ministry of Jesus Christ. Over the years, subsequent name changes have occurred. Today is a celebration of not only returning to the baptist name, that is very strong with regards to our roots and how we started in this community, but it also identifies us, once again, as Shelby County’s hospital.”

The organization’s rebranding comes after Tenet Healthcare Corporation entered into a definitive agreement with Orlando Health in August 2024 for the sale of Tenet’s 70% majority ownership interest in Brookwood Baptist Health in Birmingham for approximately $910 million in cash—after-tax proceeds of approximately $790 million.

Orland Health officially assumed a majority interest in Brookwood Baptist Health, and by extension Shelby Baptist Medical Center, in October 2024. Now, all five hospitals affiliated with Baptist Health are receiving name changes as part of the company’s rebranding process.

“This is an important day for us,” Baptist Health President Thibaut van Marcke said. “We feel strongly that this transition will generate excitement across all the communities we serve, and we certainly share in that excitement. The name Baptist Health speaks directly to our mission of extending the healing ministry of Christ through holistic, people-centered healthcare. We are a true faith-based healthcare system, and people will know that simply from hearing our name.”

Pavlick shared that he believes Baptist Health Shelby Hospital lost some of its identity under its previous name as Shelby Baptist Medical Center by not attaching Shelby as the “leading identifier.”

“Bringing Shelby hospital back to the forefront firmly identifies us as Shelby’s hospital,” Pavlick said. “That’s why it’s important to not only return to the roots of the Baptist Health Foundation and Baptist Health system, it’s also important that we say this hospital will operate and run for the benefit of Shelby County and the surrounding communities.”

Pavlick confirmed that the rebranding effort will not affect the services that residents are used to utilizing at the hospital which has been a landmark of the Alabaster area for decades.

“Here are the changes you will see: new color schemes, new logos, fresh coats of paint and hopefully, in the future, maybe some new resources,” Pavlick said. “What you will not see change is the quality of care that hopefully you or a loved one have received in the 65 plus years of visiting this campus and this hospital.”

Pavlick emphasized that the believes Baptist Health Shelby Hospital has quality personnel and that the hospital also benefits from its new partnership with Orlando Health.

“We have a great team of nurses, (and) as equally important, we have a wonderful administration team and director level positions that take personal interest in the day-to-day care of patients,” Pavlick said. “Now, we have a benefit that we have not really had in a while which is a partner, that happens to based in Orlando, Florida, but who has given us resources and tools and investment to empower us locally to even go further when it comes to that quality.”

According to Baptist Health, the new branding effort aims to reflect the system’s commitment to caring for the communities the organization serves. The new logo is inspired by the business’s parent company, Orlando Health and utilizes the color orange to symbolically represent vitality, health, optimism and happiness.

The follow five central Alabama hospitals have been renamed as part of the new rebranding campaign by Baptist Health:

• Brookwood Baptist Medical Center is now Baptist Health Brookwood Hospital
• Princeton Baptist Medical Center is now Baptist Health Princeton Hospital
• Shelby Baptist Medical Center is now Baptist Health Shelby Hospital
• Walker Baptist Medical Center is now Baptist Health Walker Hospital
• Citizens Baptist Medical Center is now Baptist Health Citizens Hospital

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