The Power of Rebranding a Merged Health System: A Journey of Transformation
Branding projects hold a special place in the array of initiatives I’ve had the pleasure of working on. They require a deep dive into understanding the audience, deciphering what matters to them, and evaluating how well the organization delivers on those key elements. Recently, I encountered an intriguing story of rebranding a newly merged health system, Emplify Health, and it highlighted the profound impact and complexities of such an endeavor.
The Healthcare Merger Landscape
In the dynamic realm of healthcare, mergers and acquisitions (M&As) are increasingly common. These strategic moves streamline expenses amid ongoing financial pressures, paving the way for innovation and enhanced patient care. However, the rebranding process for these merged entities is intricate, requiring a careful balance of honoring legacy brands while forging a unified, forward-looking identity.
Rebranding a merged health system involves building trust with employees and patients, communicating a new, shared mission, and ensuring seamless integration. It’s not just a marketing exercise; it’s a strategic initiative that can determine the success of the merger.
The Challenge: Legacy vs. New Identity
Consider the scenario of two reputable health systems with decades of service and community trust merging into one entity. Questions abound: Will patients support or resist the change? How will employees feel about the new employer? What changes will occur in job roles and service lines? These uncertainties underscore the importance of a strategic change communications plan as part of the overall branding efforts.
Effective rebranding is about creating a single, cohesive identity that resonates with all stakeholders—patients, employees, and the community. It signals stability and promises improved care and innovation. When executed well, it aligns cultures, boosts morale, and provides a competitive edge in a crowded market. Conversely, poor handling can breed fear, uncertainty, and distrust.
Emplify Health: A Case Study
A compelling example is the recent journey of Emplify Health, a $2.6 billion health system in Wisconsin, formed from the merger of Bellin Health and Gundersen Health System. Initially operating under a cumbersome dual name, the merged entity faced confusion among patients who didn’t recognize it as a single system. This highlighted the necessity of a phased approach to rebranding, where choosing a new brand name isn’t rushed but thoughtfully integrated.
To address the name change, Bellin and Gundersen leaders, in collaboration with consulting firm Finch Brands, engaged key stakeholders—employees and community members. Their input was vital in crafting a new name that embodied shared values. The word “empathy” stood out, and combined with the idea of amplification, “Emplify Health” was born. This name reflected their commitment to amplifying empathetic care, a core value of both legacy systems.
The Rebranding Journey
Rebranding is a resource-intensive process requiring clear vision, comprehensive planning, and engagement at all levels. In my experience, it involves the input of not only leaders, but marketing, public relations, human resources and departmental leadership to help make rebranding successful. It’s not merely about changing names or logos but embracing a new identity and mission. True stakeholder engagement and listening are essential to ensure the brand influences desired perceptions.
Essential Steps to Rebranding: Six Things to Consider
Stakeholder Engagement: Involve employees, patients, and community members from the start. Their insights and support are crucial.
Clear Vision and Messaging: Develop a vision and messaging that clearly communicate the benefits of the merger and the new brand’s values.
Comprehensive Communication Plan: Ensure consistent and transparent communication throughout the rebranding process.
Brand Audit and Research: Understand the strengths and perceptions of the legacy brands to inform the new brand strategy.
Phased Implementation: Roll out the new brand in stages to manage the transition smoothly and address any issues that arise. This phased approach is known as “brand migration.”
Respect for Legacy Brands: Honor the heritage and loyalty to legacy brands during the brand migration. As the new brand becomes the sole name, maintaining the trust and familiarity of the legacy brands is vital.
Rebranding extends beyond marketing efforts; it demands the expertise and collaboration of the entire communications team. When done right, rebranding can unify stakeholders, signal stability, and herald a new era of care and innovation.
About the Author: Angela Klinske helps leaders establish their rightful presence in the communities they serve. Through effective communications and PR strategy, Angela helps leaders build their brand, presence and authenticity with valued stakeholders. Learn how Mixed Media PR can help you develop solid communications and PR strategy for your business.