Portland-based MaineHealth is rolling out a unified identity for its hospitals and other entities across the health system.
The objective is to help patients better find and access care at MaineHealth facilities and bring the system's care team together under a unified identity. The look, logo and names of its hospitals, practices and administrative offices will be updated as part of the plan.
"More and more, meeting our patients' needs requires us to provide services at multiple locations with a care team working in concert across what had traditionally been separate hospital organizations," CEO Andrew Mueller, MD, said in a March 7 news release. "This new approach will reinforce that we are one team committed to our vision."
Dr. Mueller noted that a well-defined brand will help attract and retain talented providers, making it easier for them to identify with MaineHealth's values. It can also benefit patients and support the system's bottom line by further reducing the need for expensive contract labor.
The new approach to branding will save money over time, according to Terri Cannan, chief marketing and communications officer. MaineHealth currently operates with more than a dozen brand identities and logos.
"We will get a really good return on this investment," Mr. Cannan said. "Not only will we see direct savings by eliminating duplication with all those different logos, but we will also be enhancing the experience for our patients and better positioning ourselves to attract top talent as a high-quality health care system united in our commitment to our patients and communities."
Locations will be identified primarily as "MaineHealth" and display the same logo across the system. Most local hospitals will retain an identifier consistent with their historical names.
The brand update will be made in phases between June and October.