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November sees new brand, Chief Financial Officer for Anne Arundel County's 'Luminis Health'

Updated: Oct 1, 2021

The first week of November marks the first full week of both the new brand for Luminis Health, and the first full month on the job for its new CFO, Kevin Smith.

Luminis Health, the non-profit health system formed in 2019 by Anne Arundel Medical Center and Doctors Community Medical Center (formerly Doctors Community Hospital), unveiled its new brand October 28.

A new logo, color scheme and social media pages signify the coming together of the two organizations under the Luminis Health masterbrand.

The symbolic element of the logo represents a beacon conveying the health system’s commitment to being a force of hope and healing for the region, while igniting new possibilities for how and where health care is delivered, a Luminis press release stated.

The primary colors, green and yellow, denote the science and humanity at the health system’s core, it read.

“Anne Arundel Medical Center and Doctors Community Medical Center have come together to remove barriers to health,” says Victoria Bayless, CEO of Luminis Health. “Our brand is about making health care easier, more personal and built specifically for the communities that we —and our patients— call home.”

new Luminis Health logo

“The geometric facets of the beacon speak to our expertise,” says Loren Farquhar, vice president of Marketing and Communications. ”The light illuminating from the center is symbolic of our optimism. In addition to our primary colors, the soft forms of our logotype help bring forth our sense of humanity.”

This year Luminis Health is also employing “Vision 2030”, the health system’s ten-year strategic plan that will guide it into the future.

Among the first actions on the agenda is expanding obstetric services in Prince George’s County and improving access to behavioral health care. In addition to Anne Arundel Medical Center and Doctors Community Medical Center, Luminis Health is comprised of the J. Kent McNew Family Medical Center, one of the only free-standing mental health hospitals in Maryland, as well as multi-specialty ambulatory sites and clinics, physician practices and clinical service lines that constitute Luminis Health Clinical Enterprise.

Luminis Health includes 635 licensed beds and more than 80 sites of care in the region, The organization has 6,400 employees, 1,800 medical staff, 1,300 volunteers and serves residents of Anne Arundel County, Prince George’s County and the Eastern Shore.

Also last week Luminis Health announced Kevin Smith as its chief financial officer (CFO), effective Oct. 19.


Smith comes to the organization from Lehigh Valley Health Network, where he served as regional CFO for the multihospital system.

“Kevin is an experienced finance leader with an extensive track record managing resources at multi-hospital health systems and academic medical institutions,” bayless said. “His work shows a pattern of operational excellence across business units and divisions bringing great value to Anne Arundel Medical Center and Doctors Community Medical Center as we continue integration to form one unified health system.”

Prior to Lehigh Valley Health Network, Smith held the position of CFO and regional finance director for the Acute Care Division at Universal Health Services, Inc., one of the largest providers of hospital and health care services in the nation. Smith has also served as director of finance for the University of Pennsylvania Health System.

“I look forward to helping pave the way for a long-term plan that will maximize our growth and potential for the benefit of our patients and their families, and so we remain a strong community resource,” Smith said.

Smith holds a bachelor’s degree in finance and marketing from Drexel University. He completed post-baccalaureate studies in accounting and economics at the University of Pennsylvania, and is pursuing his master’s degree specializing in finance and real estate through the Harvard University Extension School.

--compiled from Luminis Health press releases