The healthcare provider has a new logo, brand promise, and name spelling.
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.
As part of the new branding, the organization's rehabilitation and behavioral health business lines also have new names: Lifepoint Rehabilitation and Lifepoint Behavioral Health.
"Lifepoint has evolved significantly since our founding in 1999, but we have always been a company with a heart, a strong mission and a compassionate culture with a sharp focus on delivering the highest quality care for our patients," David Dill, chairman and CEO of Lifepoint Health, said in a statement. “We are pleased to introduce a new brand that more clearly portrays our culture and purpose, the attributes of our growing business today and our aspirations for the future.”
The healthcare delivery network, owned by private equity firm Apollo Global Management and headquartered in Brentwood, Tennessee, operates more than 60 community hospitals, 30 rehabilitation and behavioral health hospitals, and 170 additional sites of care across 28 states.
At the end of last year, the health system acquired Kindred Healthcare, which grew the organization's already large footprint.
The successful acquisition also marked the launch of ScionHealth, a new health system based in Louisville, Kentucky, that operates independently from Lifepoint, with Rob Jay leading as CEO.
ScionHealth's footprint spans 79 hospital campuses across 25 states, and it includes 61 long-term acute care (LTAC) hospitals, which were previously a part of Kindred, and 18 short-term acute care (STAC) hospitals, previously owned by Lifepoint. It has around $3.5 billion net revenue and 22,000 employees.
Additionally, Lifepoint recently announced a new multi-year strategic partnership with Google Cloud to improve data interoperability, patient monitoring, and virtual care.
Editor's note: This story was updated on October 20, 2022.
Melanie Blackman is a contributing editor for strategy, marketing, and human resources at HealthLeaders, an HCPro brand.