The organization says the rebrand highlights a streamlined, purpose-driven approach.
The Accreditation Commission for Health Care (ACHC) is launching a new brand campaign, “THE Accreditation CHOICE for Health Care,” which positions ACHC as the standard-bearer for modern accreditation.
According to the company’s announcement, ACHC says it continues to emphasize a practical, purpose-driven accreditation model that prioritizes customer experience and supports organizations through collaboration, even as other accrediting bodies update their approaches.
“Accreditation should empower, not encumber,” says José Domingos, president and CEO of ACHC, in a release. “While others market simplification as innovation, ACHC has always focused on meaningful quality improvement. We’ve never imposed the unnecessary burdens that others are now trying to undo.”
The campaign presents the organization as a modern accreditation provider designed for the evolving healthcare landscape. The campaign includes a video titled “THE Choice” and updates to the organization’s website. ACHC says the initiative is intended to highlight its Centers for Medicare and Medicaid (CMS)-aligned accreditation model, which it describes as streamlined and education-focused.
The company’s brand refresh also addresses what it refers to as “accreditation theater,” or approaches it views as overly burdensome or performative. ACHC states in a release that the campaign emphasizes several priorities:
- Standards aligned with CMS requirements and centered on patient care, without unnecessary duplication;
- A collaborative survey process led by experienced experts and account advisors;
- Education-focused resources designed to support organizations; and
- Consistent, transparent guidance aimed at continual improvement.
“Today’s healthcare leaders need an accreditor who respects their time, understands their reality, and shares their values,” Domingos says in a release. “ACHC’s model reflects where healthcare is headed—not where it’s been.”
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