b'New Name,Same ServiceSouthwell CEO and President Christopher Dorman, says that TRMC, Cook Medical Center, and the systems 25 physician practices are now linked together under the brand name Southwell.Tift Regional We recently restructured as a not-for-profit entity in order Breaks Ground to grow our services and expand our geographic footprint, says Dorman. We are already providing care in several on a New ER/Patient Tower,other communities outside Tift County. We wanted to create and Unveils New Name a system name that can be appreciated everywhere we establish services.While breaking ground on its new $152 million emergency room and patient tower, Tift Regional Medical Center (TRMC)While there is a new name for the overall system, Dorman also unveiled Southwell as the new name for its overall systemsays, Our network of care is still comprised of the same of care. great people. We remain a locally-operated healthcare institution dedicated to providing exceptional care.According to TRMC officials, the new four-story tower will include a larger emergency center equipped to meet theDorman stressed that TRMC has not been acquired. We growing medical needs of the region. The medical centersjust have a new system name to connect all our services current emergency room was designed to accommodatetogether, he says. Tift Regional Medical Center will remain approximately 20,000 patients per year; and is nowTift Regional Medical Center, but it is now an important hub averaging 50,000 patient visits annually. The new tower willof the Southwell family of services. also include inpatient units and an intensive care unit.Justin Beck, Southwell chief strategy and innovation officer, says the new logo is representative of a patients journey $152 million through life and their lifelong relationship to care they receive at Southwell.The patients journey has a beginning representing birth, emergency room Beck says. From that beginning, the patients life journey & new patient tower moves forward. The turns in the journey represent the different phases of life. Beck says the new tag line, With You for Life, also reflects Southwells focus that care goes beyond medical procedures. We help carry our patients through the turns these changes make in their life journey. We help carry our patients through the turns these changes make in their life journey.- JUSTIN BECK52 SG MAGAZINE| FALL 2019 BUSINESS + CULTURE53'