Building a New Brand Narrative

In 2008, Clinica Adelante, a community health center in Phoenix, Arizona, faced the threat of going out of business. Avine Satay Tafoya became the new CEO and knew that refining their brand story was crucial for survival. They crafted a new brand narrative, renamed Clinica Adelante to Adelante Healthcare, and focused on three story pillars: sustaining services for all regardless of ability to pay, greening their operations and attracting caring healthcare providers, and sustaining the health of the communities they served. Adelante Healthcare's brand narrative and lead certified clinics made them immensely likeable, leading to their growth of over 600% in eight years.