Dive Brief:
- Beaumont Health of Michigan is creating a new identity following its merger with Oakwood Healthcare and Botsford Hospital.
- All eight hospitals in the new system will include the word Beaumont and the city where the hospital is located.
- Beginning in June, all of the hospitals will switch from their previous colors to Beaumont's new chosen color of cobalt blue; the system also plans to unveil a new logo, which has not yet been released.
Dive Insight:
In a statement, Beaumont Health CEO John Fox said, "Our research on what the community was asking from us was very clear. They wanted a simple way to describe the new single system that had been formed by the three founding organizations."
The recent flurry of mergers and acquisitions is likely confusing to patients. In large mergers such as this, creating a new identity can help the new system to build a brand with which consumers can become familiar.
Want to read more? You may enjoy this story about how Carolinas HealthCare has solidified its brand with a new naming strategy.