Banner Health, a nonprofit system headquartered in Phoenix, Arizona, has launched a new initiative: Banner Innovation Group, or BIG for short.

In a phone interview, Banner chief strategy and growth officer Scott Nordlund, who is leading the effort, explained that BIG was officially unveiled earlier this month. But it’s not the health system’s first time taking a stab at innovation. Banner already had existing innovative efforts in areas like telehealth and through its Imaginariums, which are akin to innovation incubators. BIG is a way to centralize all these pieces under one umbrella, Nordlund said.