Becker's Hospital Review

Sign up for the COMPLIMENTARY Becker's Hospital Review CEO Report & CFO Report E-Weeklies at www.BeckersHospitalReview.com or call (800) 417-2035 What's Behind the Rash of New Hospital Brands? (continued from page 1) 11 they're redefining themselves, they recognize the need to rebrand who they are in order to better reflect what they really do now." • reenville (S.C.) Hospital System University Medical Center was reG named Greenville Health System and adopted a new logo. • uguley Memorial Medical Center in Burleson, Texas, became Texas H Health Huguley Hospital Fort Worth South. • igh Point (N.C.) Regional Health System changed its logo and H brand. • es Moines-based Iowa Health became UnityPoint Health. D • efferson Regional Medical Center in Chesterfield, Mo., became MerJ cy Hospital Jefferson. • ancouver, Wash.-based PeaceHealth renamed its four Oregon hosV pitals, which now include PeaceHealth in their names. Why now? Hospitals and health systems have always had reasons to rebrand, like to promote a new affiliation or an expansion of services. However, this recent rash of healthcare rebranding seems to come from widespread industry trends, such as increased physician integration and coordination of care across the continuum, that have picked up steam in the last year. "It's no secret that healthcare systems and hospitals are redefining themselves…with healthcare reform prompting population health initiatives, there is a move toward a physician-driven, patient-centered system model," says Marissa Chachra, a senior advisor with Brentwood, Tenn.-based Jarrard Phillips Cate & Hancock, a healthcare communications firm. "As For instance, Greenville Health System, formerly Greenville Hospital System University Medical Center, decided to rebrand in part because it had added multiple employed physician practices and became more integrated as a system. "From an operational standpoint, we're becoming more integrated and physician-led," explains Sally Foister, the system's director of marketing services. "We were moving forward with the goal of becoming a highly integrated delivery system, and if we were going to be operating as an integrated system, we wanted to look like one as well." Bill Leaver, CEO of UnityPoint, formerly Iowa Health System, says his system rebranded for similar reasons. "For four years, we've been working on creating a different delivery model. With that in mind, we started thinking about our brand and realized we need to be known as the manager of disease and the care coordinator." As part of its rebranding effort, Greenville Health System is bringing all of its employed physician practices under the new brand umbrella to present a unified system, says Ms. Foister. According to Ms. Chachra, that practice is becoming more popular with organizations that are reinventing themselves. "It allows [the organization] to increase its footprint in the community," she says. "Having practices rolled up underneath the larger brand… broadens the number of entry points that a patient can access a hospital or system." So, as hospitals and health systems continue to integrate and redefine themselves to patients and their communities, additional new names and brands are likely to pop up across the country. n HFAP 1039_Layout 1 10/4/11 4:05 PM Page 1 True Partnerships. " Our switch to HFAP was seamless. We began with a collegial and thorough survey process focused on quality and patient safety. Our relationship continues to be a cost-effective and educational partnership. " John M. Kosanovich, MD, MBA VPMA / Network Development Covenant HealthCare Saginaw, Michigan www.hfap.org info@hfap.org PUBLICATION: Becker's Hospital Review SIZE: Half Page 4/color APPEARANCE: 2011 Norcom Inc. 847-948-7762 theteam@norcomdesign.com

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