CEO Paige Dworak answers three questions about the process of the organization's name change and new brand identity.
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.
In October, the hospital was acquired by a new ownership group led by Paige Dworak, FACHE, who is the first woman owner and CEO of the hospital.
Along with the COO, CNO, and CMO, she 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.
Dworak recently spoke with HealthLeaders via email about the process of the organization's name change and new brand identity.
HealthLeaders: Where is the organization currently in the brand identity rollout?
Paige Dworak: The new brand was unveiled in early January of this year, and we have we have moved swiftly to transition to the new brand identity: launching a new website, social media platforms, ID badges, stationery, signage, and more.
HL: What drove the leadership team to conduct market research and evaluate consumers’ perceptions of the brand?
Dworak: This was not a decision we came to lightly – we understood the history and the deep roots this hospital has in the community. We also understood that to continue to serve our community well we needed a new beginning through a reimagined brand and name. There had been skepticism about the hospital in recent years under the previous ownership, and the new ownership group felt strongly that we must go back to being an independent community hospital and reinforce the trusted role we served as the community hospital of choice.
HL: How did the leadership team conduct the market research?
Dworak: Our leadership team spent several months conducting market research to evaluate perceptions of the previous brand. In developing the ethos of what would become CareWell Health, we engaged in a thoughtful, iterative process to tap into what made this hospital the cornerstone of our community for over a century. Extensive and thoughtful interviews were conducted with employees and community stakeholders.
Market research was conducted to evaluate perceptions and reality of our current brand. Analysis was done to determine what the current system did well and where improvements needed to be made. And a formal process was followed to ensure this evolution was truly in the public’s best interest. After many hours of research and interviews with prominent members of the East Orange community and beyond – we conceived this new brand, which represents our commitment to revitalize this vital historic hospital and signals a fresh start for this organization.
Melanie Blackman is a contributing editor for strategy, marketing, and human resources at HealthLeaders, an HCPro brand.