Check out these four organizations that decided to change their names, logos, and brands this year.
This past year, HealthLeaders spoke with C-suite executives from health systems across the country, including Henry Ford Health, CareWell Health, Dartmouth Health, and Lifepoint Health, which all announced organization rebrands during 2022.
In the articles below, executives from those organizations discuss the why's behind their name and logo rebrands, and what it means for their health systems.
Henry Ford Health Announces New Branding, Campaign
Henry Ford Health has dropped "system" from its name.
The Michigan-based, nonprofit health system announced in March it has a new, "evolved" brand, which includes a name change and a new logo to emphasize the organization's focus on the health journey of its patients, communities, and workforce.
The new branding hopes to unite all of the health system's offerings, which includes primary and preventative care, complex and specialty services, home health, pharmacy and healthcare retail, and its research and academic mission.
CareWell Health CEO Talks Rebrand Strategy
What's in a name?
For CareWell Health Medical Center, it means reaffirming an organization-wide commitment to the community of East Orange, New Jersey with a new start.
Previously known as East Orange General Hospital, CareWell Health Medical Center is an independent, boutique community hospital, and the only independent, acute care hospital in Essex County.
Along with the COO, CNO, and CMO, CEO Paige Dworak, FACHE, led a rebranding effort for the hospital that started earlier this year, which will be followed by expanded services, and investments in staff and technology.
New Hampshire Academic Health System Unveils New Branding
The health organization, previously known as Dartmouth-Hitchcock Health, based out of Lebanon, New Hampshire, has a new name and logo.
Following a three-year strategic plan to integrate the growing system, president and CEO, Joanne Conroy, MD, introduced the organization's new branding in a video released to the media this afternoon. Moving forward, the health system will be Dartmouth Health.
The brand identity, which will phase in over the next two to three years, has already begun, first with the health system's website. The health system will continue to update branding on collateral materials, digital assets, and publicly visible elements including facility signage and employee badges.
Lifepoint Health Unveils New Brand
Lifepoint Health (previously LifePoint Health) announced on Tuesday that the organization is launching a new brand identity to "reflect its compassionate culture, focus on innovation, and growth as a diversified healthcare delivery network."
Part of the branding rework includes a new heart-shaped logo that represents the organization's "caring and inclusive culture and its mission of making communities healthier," which is made up of different colored dots to symbolize the organization's commitment to patient-centered care, the organization's almost 50,000 employees, its numerous business lines, and collaborative mindset.
The organization also unveiled the new brand promise: "Great care lives here," and a subtle spelling change in the name Lifepoint.
Melanie Blackman is a contributing editor for strategy, marketing, and human resources at HealthLeaders, an HCPro brand.