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Summit CityMD Unveils New Brand Identity, Logo

Analysis  |  By Melanie Blackman  
   March 19, 2021

The physician-owned and physician-led integrated primary care organization will now be known as Summit Health.

Physician-owned Summit Medical Group and urgent care provider CityMD unveiled a new corporate identity Thursday morning.

In a move to further solidify the 2019 merger between the two organizations, it was announced that the brand will now be called Summit Health.

CityMD, which will keep its name, will now be identified as "a Summit Health Company."

According to Dr. Jeffrey Le Benger, CEO of Summit Health, a brand refresh was needed to show potential patients that the two companies are part of a single organization.

"Our 700,000 unique patients [in New York and New Jersey] know our brand and know we're a one-stop-shop for [ancillary and specialty care,]" Le Benger told HealthLeaders during a recent interview.

As the organization continues to grow, the rebrand will position Summit Health as one integrated company for future potential patients.

Related: Summit CityMD Strives to Lower Cost of Care With New Delivery Model

During the pandemic, Summit Health and CityMD followed their existing growth strategy, while also testing and caring for patients. Summit Health also added 18 standalone CityMD urgent care centers and 150 new providers.

"For us, it was all about taking care of patients. But, even during COVID, our expansion and our growth has not stopped, because we believe in our model," Le Benger said.

Summit Health, which has locations in the tri-state area and serves patients from New York, New Jersey, Connecticut, and Pennsylvania, has plans of continued growth in those areas. Adding to the organization's "hub and spoke" growth strategy, over the course of the next year, there will be more than 200 locations built, including the addition of two major hubs in New Jersey.

Summit Health also has a provider group in Bend, Oregon, and is looking to expand in the Pacific Northwest, as well as looking to expand into other states.

Le Benger added that no matter how fast the organization grows, it will always focus on doing what's right for the patient.

"I am still a practicing physician, so I will never forget it's all about the patient first and getting the right health care delivery model,” Le Benger said.

The new branding also includes a logo refresh for the organization. In the press release, Summit Health Chief Marketing Officer Matt Gove said, "The fresh, modern logo and brand identity evoke the feeling of connection on many meaningful levels."

Related: Summit CityMD CEO Outlines 2021 Growth Strategies

Melanie Blackman is the strategy editor at HealthLeaders, an HCPro brand.

Photo credit: Unveiling the new Summit Health branding. Photo courtesy of Summit Health.

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