NATIONAL HARBOR, Md. — The American Society for Healthcare Environmental Services (ASHES) on Monday was officially rechristened the Association for the Healthcare Environment (AHE), a brand that the group’s leaders say better reflects the state of the profession.
AHE remains a subsidiary of the American Hospital Association (AHA).
“Our new brand is fresh, bold, simple, and touches everything we do as healthcare professionals,” says Fiona Nemetz, CHESP, 2010 board president. “It is a prominent mark that in its simplicity conveys our excellence, leadership and sustainability. More importantly, it paves the way for our growth and expansion in our next 25 years into long-term care, assisted living, ambulatory care, surgery centers, and other channels.”
Having polled members in one-on-one interviews, focus groups and online surveys, the association learned that members see the group as the premier environmental services organization; an educational institute offering career advancement through certification, professional development and continuing education; and a global leader advocating standardized best practices.
Members also wanted the association to attract new, younger professionals; eliminate brand confusion with other membership groups; and consistently meet member expectations in constantly evolving areas that are most important to them.
“We were very excited by the energy from the membership and realized we needed to mobilize quickly to capture their vision,” says Nemetz. “Our immediate goal for the AHE brand is to eliminate brand confusion with the environmentalists and other internal and external membership groups.
“We are confident that with the new brand, we will raise the visibility and recognition of environmental services as having matured into a profession making a significant impact on the quality of care and the quality-of-care environment.”
The announcement came at the association’s 25th Annual Conference and Healthcare Marketplace, ending Thursday.