Help/PSI has rebranded itself as Brightpoint Health in an effort to better describe the mission of the Manhattan federally qualified health center as it expands throughout the five boroughs.
“We’ve grown so much over time that the name Help/PSI really doesn’t tell our brand’s story,” said Paul Vitale, Brightpoint’s president and chief executive.
Driven by the health center’s three-year strategic plan, the rebranding includes a new logo and website, online here. The graphics feature a stylized yellow sun shining through apartment windows and the city skyline, meant to invoke the 40,000 patients Brightpoint treats annually. The patient base is increasing. Brightpoint has acquired several licenses to operate clinics from other providers and will open a Brooklyn flagship health center in 2016.
The organization was founded in the late 1980s to serve HIV/AIDS and substance-abuse populations that were being overlooked. It provides primary care, mental health, dental care, health home, residential and substance-abuse services at 10 locations in the city.
The FQHC model appears to be a boon to Brightpoint’s business. It swooped in to take over services for several city nonprofits that treat challenging populations, such as the homeless and people with multiple chronic illnesses. About 95% of Brightpoint’s patients are on Medicaid or uninsured.
Last year, it saved the Alpha School from shutting its doors in East New York, Brooklyn. That facility has a co-located high school and outpatient substance-abuse treatment center.
Its newest addition is Community Health Action Staten Island, a provider of health home services and substance-abuse treatment, which became a wholly owned subsidiary Jan. 1. The Staten Island facility will maintain its own board of directors.
“We have to be able to embrace the change in the health care environment,” said Mr. Vitale, “by taking on these smaller nonprofits because we can do that right now.”
Within the next month, Brightpoint is taking over licenses of two Article 31 mental health clinics in Brooklyn and the Bronx from Queens-based PSCH, which has been transferring its licenses as it transitions away from standalone mental health clinics (see related item). Bob Hettenbach, president of PSCH, said Brightpoint’s model allows it to sustain a brick-and-mortar clinic more easily.
“The very simple answer is reimbursement rates are higher. The dropout and no-show rates in FQHCs are lower because there’s a lot of value in that building for you,” said Mr. Hettenbach, referring to patients’ ability to see a primary-care physician, dentist or social worker in one visit.
Republished with permission from Crain's Health Pulse.