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Henry Ford Health Announces New Branding, Campaign

Analysis  |  By Melanie Blackman  
   March 23, 2022

The change includes dropping "system" from the organization's name, and introducing a new logo and omnichannel branding campaign.

Henry Ford Health has dropped "system" from its name.

The Michigan-based, nonprofit health system announced this week 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.

"Given the collective challenges of the past two years, there has never been a more important time for Henry Ford Health to renew our promise to our communities," Wright Lassiter III, president and CEO of Henry Ford Health, said in a statement. "We want every life we touch – whether it’s a member of our team, a patient, member, or a community partner or neighbor – to know that we will be the dynamic partner and relentless advocate they need."

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.

An omnichannel campaign was also unveiled during the announcement, which shares the stories of patients, team members, and community partners. The "I am Henry" campaign will have a 60-second anthem spot debuting during March Madness coverage near the end of March.

"The COVID-19 pandemic caused all of us to challenge ourselves – to reimagine what healthcare can and should be for our communities," Heather Geisler, Henry Ford’s EVP and chief marketing, communications, and experience officer, said in a statement. "We discovered: We are Henry, and together, every day, we each have a role to play in the health of our community. What we’re unveiling today is the start of a new journey. So much more than a logo or tag line, it’s a public declaration of our brand promise and a powerful way to unify us. We are Henry, and together, every day, we define and redefine what Henry Ford Health is all about."

The new name and logo will be added to Henry Ford Health's largest facilities first, including the organization's five acute-care hospitals, administrative building, and One Ford Place. Additional upgrades will follow a multi-year phased approach.

Henry Ford Allegiance, a 475-bed health system in Jackson Michigan, will also assume the Henry Ford Health brand, and will change names to Henry Ford Jackson Hospital.

Melanie Blackman is a contributing editor for strategy, marketing, and human resources at HealthLeaders, an HCPro brand.

Photo credit: DETROIT, MI-MAY, 2015: The Henry Ford Health System is one of the largest medical providers in the Detroit area. This is the original hospital where it was founded by Henry Ford. / James R. Martin /

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