Rebranding is a Prescription for Clarity
Some names will be around forever. Ford. Pepsi and Coke. Nike. Budweiser. Sure, the logos might undergo some tweaking. A little updating and freshening is due every now and then. But change the name of Coke to Blasto? Not likely.
That is not the case with healthcare entities. Mergers and acquisitions, absorption into a system, a new affiliation or a change in location, direction or scope; these are just a few of the reasons healthcare entities should consider a new brand – and a new name to go along with it. Especially if the current name is too restrictive.
North Shore-Long Island Jewish Health System is a great example. It is a huge health system, the 14th largest in the nation, with 21 hospitals and 450 outpatient physician practices. Its 61,000 employees make it the largest private employer in the state of New York. But the inclusion of “Long Island” in its name limits consumer perception. It seems confined to one geographic area. Being defined by one locale and one belief system does not tell the full story. In addition, there are several variations of its name floating around. Some people call it the North Shore System, or the LIJ system, or the North Shore Jewish System.
In January, North Shore-Long Island Jewish Health System was rebranded with a new name: Northwell Health. It is simple. Powerful. Gone is the noise and confusion. The “north” is a nod to its former name, and coupling it with “well” states its mission. Following it with “health” underscores that mission. Bam!
In an online article in Healthcare Finance, Northwell Health CEO Michael Dowling says the new name “allows us to tell our story better.”Clarity is one of the biggest benefits of a healthcare rebrand. Before people are patients they are consumers, and consumers today select their providers. They look at data and reputation and who they think you are. Just as they chose the car they drive or the neighborhood in which they live, they do their homework and make a conscious, thoughtful decision. A lack of clarity equals a lack of understanding. An image that is too-heavily rooted in the past, or an image limited by a single element like a specific geographic region, can impart a false and often negative impression.
People today do not want to be lost in a complex system. They do not want to be a number on a form or a claim. They do want a healthcare provider with a reputation of compassion and healing. They do want comprehensive, personalized services and easy access. They do want a caregiver they and their family can trust.
Rebranding with a new name gives everyone a clearly defined place to put that trust.