Riverhead Care Center rebrands itself as Acadia

Director of rehabilitation Jennifer Harkins works with Acadia resident Geraldine Woodson. (Credit: Barbaraellen Koch)

Riverhead Care Center is in the midst of a major rebranding effort that includes changing its name to Acadia Nursing and Rehabilitation Center. 

Mary Ann Mangels, an administrator at Acadia, said the company had considered changing its name for a few years and made the switch after observing it become a trend at other regional health care centers.

“Most facilities are trying to be more regional in their scope,” Ms. Mangels said of dropping Riverhead from the company’s name. “We admit from all around the county and even farther west into the city, so you don’t want to limit yourself.”

Acadia is a rehabilitation center and nursing home on Woodcrest Avenue in Riverhead that houses patients after hospital stays and helps them with their continued medical needs. The facility is home to both long- and short-term residents, Ms. Mangels said, adding that there are 60 beds for short-term patients and 121 beds for full-time residents.

The organization is a skilled nursing facility that offers residential healthcare, Ms. Mangels said. Patients must qualify for residential care and the center isn’t open to the public for outpatient services.

The name Acadia derives from Arcadia, an idyllic region in Greece considered to be a very green, peaceful sanctuary focused on wellness.

“We thought all of those qualities would be what we want to provide our residents,” Ms. Mangels said.

As part of the rebranding, the company is continuing the renovations it began a few years ago. Most recently, the facility’s rehabilitation therapy suite, activity room and conference room were remodeled.

Acadia is also incorporating new technologies — especially for cardiac health and wound treatment — to better care for its residents, Ms. Mangels said. This includes integrating electronic medical records, ventricular assist device (VAD) training for all nurses, electrical stimulation and electric magnetic energy.

The inner garden and courtyard. (Credit: Barbaraellen Koch)
The inner garden and courtyard. (Credit: Barbaraellen Koch)

Ms. Mangels said she learned the state approved the company’s decision change its name in February. Since then, the staff has worked to incorporate its new mission.

“What I’m hoping is that we provide the best service that we can and that our patients and residents are happy here and are satisfied,” she said.

When the time came to create the company’s new logo and website, Ms. Mangels reached out to Times Review Media Group, publishers of the Riverhead News-Review, to help with the design.

“This is community-based and I think [Times Review] understands the community,” Ms. Mangels said. “I trusted them to help guide us through that process because their advice is important. They’re much more aware of what’s going on regionally here than anybody else.”

Times Review created the company’s new logo and designed their assets, such as letterhead and business cards. They are also in the process of redesigning Acadia’s website and updating their search engine optimization across the internet to reflect the company’s new name and register their Google presence, said Sonja Reinholt Derr, director of sales and marketing at Times Review.

“It was great timing,” Ms. Reinholt Derr said. “We had started our digital services division about six months prior and Mary Ann and her team were interested in a ‘one-stop shop’ approach to introducing their new name and newly renovated rehabilitation wing. We’ve always had a strong relationship with Riverhead Care Center as an advertiser and I think that building block was key in us working well together on this new venture.”

Times Review is currently tackling similar projects for other local businesses.

The rebranding team ultimately decided on a green leaf pattern with Acadia written underneath in blue writing — a symbol of the rural local environment and bodies of water neighboring the health care facility, Ms. Mangels said.

This is the third time the company has changed its name. When it opened in 1968, the company was called Riverhead Nursing Center. In 2005, it became Riverhead Care Center. Now, still under the same ownership, it has found a new identity.

“We love the idea of just moving forward and growing and expanding our services,” Ms. Mangels said.

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Photo: Director of rehabilitation Jennifer Harkins works with Acadia resident Geraldine Woodson. (Credit: Barbaraellen Koch)