My Toughest Challenge: Shawn Parsley

“There was a transformation period where we were moving away from being a hospital-centric group and toward being a health system. Part of that was developing a large physician group; we did this by getting practices that were already in the community to engage with Texas Health. It soon became clear that we needed a strategy to align the practices and develop a brand. The size of the challenge was ominous. To bring this large group of doctors together as part of the Texas Health family, while being able to maintain their independence and their personal brands, and begin steering them toward the concept that we needed an identity for the group at large. We did research on what would have the best brand recognition and feel best to our patients. The research component is something physicians always like to see, so when you can support these kinds of changes with data, it makes a big difference.”