There's more to rebranding than picking a new name. A closer look at this summer's rash of hospital and health system rebranding efforts finds three organizations that are much more than window dressing.
There's a surprising amount of marketing strategy discussed in HBO's "The Wire," the illustrious and now classic drama that centered around Baltimore's battle with drugs and police corruption in the early 2000s. At one point in the series the central drug lord is faced with the dilemma of selling an inferior "product" and, as a result, losing much of his territory.
To make up for his falling profits, the drug lord turns to a tenet he learned in business class—if your product has lost credibility in the marketplace, just change its name.
It's a short fix, of course, and the drug lord in question quickly finds that out. But it's a scene I often think about when I read press releases about hospitals that are changing their name but don't make any mention of updating or improving their services.
There have been a rash of hospital and health systems rebranding this summer so, in an attempt to suss out what the name change means for marketers—and patients—I've broken down three of the latest rebranding announcements.
Port Huron Hospital Becomes McLaren Port Huron (MI)
Why the name change?
McLaren Port Huron unveiled its new name last week in order to better reflect its new partnership with McLaren Health Care. The 11-hospital system says it chose to partner with the 186-bed Michigan hospital over 10 other proposals and will use the facility as its eastern anchor.
What's the marketing strategy?
Hospital signage is in the process of being changed and is expected to be completed in the next week or so, with off-campus signs getting installed over several months. In addition to the signs, marketers have designed different promotional materials, brochures, and employee badges, the hospital's marketing director told a local newspaper.
To ease the transition, McLaren Port Huron has launched an advertising campaign called "Still Local, Still Yours," which will focus on the hospital's tradition of care for the past 130 years.
What does it mean for patients?
The new partnership will bring expanded services to Port Huron, so with the name change comes added benefits. Plans are in the works to build a $15–$20 million cancer center and new inpatient tower, improve facilities, and upgrade technology and other equipment.
SLC Health (CO) Retires 'Exempla' Name
Why the name change?
Three years after Colorado's Exempla Healthcare merged with Sisters of Charity of Leavenworth Health System, the new system—SCL Health—is taking steps to unify its brand. Three Denver-area hospitals (Saint Joseph Hospital, Lutheran Medical Center, and Good Samaritan Medical Center) are dropping the 'Exempla' from their names. Likewise, the Exempla Physicians Network will become known as SCL Physicians.
The name changes are a final step in the rebranding process SCL embarked on in 2012, when it moved its headquarters to Denver after assuming operations of Exempla. SCL also operates five other hospitals in Colorado, Kansas, and Montana.
What's the marketing strategy?
Much of the strategy here was done before the rebranding, when the health system spent several months soliciting feedback and input from its patients and the Denver community. "About 3,400 people participated in the process to evaluate the best way to create a simplified, unified identity for a comprehensive provider network," SCL said in a press release.
Aside from dropping the 'Exempla' from their names, the three Denver-region facilities will now use the SCL Health logo as well as its blue and green brand colors.
"This is more than a name change and some new signs at our Denver hospitals," SCL Health President and CEO Mike Slubowski said in the release. "This is a symbol of where we have come and where we are going as one system with a shared sense of purpose."
What does it mean for patients?
Hospital executives say the name changes reflects the organization's effort to streamline internal processes, which it believes will ultimately improve the patient experience.
"This brand change signifies our journey to integrate our operations, achieve unity, and create a culture of excellence within our organization," Chris Woolsey, senior vice president and chief communications and marketing officer said in the release. "All of us at SCL Health are united in a shared commitment to put patient and family needs at the center of all we do."
Catholic Health Partners Becomes Mercy Health
Why the name change?
The 23-hospital system says it's changing its name in order to unify its brand across seven markets in Ohio and Kentucky. Along with the name change, the health system says it's restructuring its organization to streamline processes and contain costs.
"We start with our patients at the center of every decision," Kristen Hall Wevers, Mercy Health's chief brand, marketing and communications officer, said in a press release. "Simplifying our operating structure improves our ability to maximize our clinical quality and cost effectiveness, and allows us to improve the overall experience patients and their families have when they seek our services in times of need."
What's the marketing strategy?
The new Mercy Health plans to roll out the name change to all facilities over the next few years. "The new name also will help Mercy Health more effectively communicate its mission, results, and stories," the release states.
What does it mean for patients?
Aside from the inevitable confusion that comes with a name change, patients shouldn't see many changes here. While Mercy has said the restructuring will help contain costs, it has not indicated if any savings would trickle down to patients.
Marianne Aiello is a contributing writer at HealthLeaders Media.