New York City-based NYU Langone Medical Center and its affiliated clinics and outpatient locations will rebrand to unify under the umbrella organization NYU Langone Health, according to Crain's New York Business.
Officials told the publication the decision to rebrand came after the health system integrated with Brooklyn, N.Y.-based NYU Lutheran Medical Center in July 2015.
As part of the rebranding effort, facilities under the NYU Langone Health umbrella will lose their religious underpinnings. For example, NYU Lutheran Medical Center will be known as NYU Langone Hospital-Brooklyn.
Mineola, N.Y.-based Winthrop University Hospital, which signed an affiliation agreement with NYU Langone Medical Center in September 2016 and completed the first phase of the affiliation process in April, has already rebranded as NYU Winthrop Hospital. Officials expect to finalize the merger by April 2022, according to the report.
"Over the years we've grown and evolved into an unparalleled organization in patient care, medical education and scientific collaboration," officials wrote in an internal email, obtained by Becker's Hospital Review. "However … multiple names and logos … [dilute] the power of our name and reputation."