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Avera’s Cancer Rebranding Emphasizes Consistency of Care, Availability of Technology

Jun 26, 2014 10:58AM ● By MED Magazine

Avera Health announced in June that it is rebranding its six regional cancer centers and 40 outreach sites as Avera Cancer Institute.

Under the plan, existing cancer centers at Aberdeen, Mitchell, and Yankton will be renamed Avera Cancer Institute. A new $12.95 million facility is currently under construction in Marshall, which will be named Avera Cancer Institute Marshall. Fundraising is underway for a $13.5 million building project to expand cancer services in Aberdeen. Avera Cancer Institute Sioux Falls was expanded in 2010 with the construction of the Prairie Center.

Avera serves cancer patients in a 250-mile radius and hopes the rebranding will emphasize the consistency and quality of its regional cancer care as well as the availability, through outreach, transportation, and eServices, of top level technology.

An example is the new Versa HD linear accelerator, which provides stereotactic radiosurgery and body radiation therapy for medically inoperable tumors. (See pg. xx) Avera says the high cost of the new machine requires that they serve a patient population of at least 1 million, but its presence in Sioux Falls means that the Versa HD is now accessible to all Avera patients who need it.

“At all locations, patients have access to the technical aspects of care, and the human supportive elements of care,” says Dr. Michael E. Peterson, MD, Radiation Oncologist with Avera Medical Group Radiation Oncology Yankton, another leader of Avera’s cancer service line.