U.S. Patent and Trademark Office records show a proposed logo for "Emplify Health" as submitted by Bellin Gundersen Health System. (U.S. Patent and Trademark Office)
GREEN BAY, WI (WTAQ-WLUK) — Meet Emplify Health; the new brand following the merger of Bellin Health and La Crosse-based Gundersen Health System.
The new brand was announced Tuesday morning, during a virtual news conference.
“Drawn from ‘empathy,’ defined as ‘feeling aware of another’s emotions’ and ‘amplify,’ which means ‘increase,’ Emplify is a new word created to reflect a united goal of increasing access, creating a culture of empathy and enhancing population health outcomes for the patients and communities we serve,” says Scott Rathgaber, CEO, Bellin and Gundersen Health System.
“We are standing on the shoulders of the enduring legacies of Bellin Health and Gundersen Health System and the thousands of people who have helped grow and nurture the system brands. Today, we are embracing the journey to something new, strong and shared. By unifying under one brand, we align our teams and our resources to provide the best possible care and experience for our patients and community,” Rathgaber says. “Emplify Health is more than a name. It’s a promise. It’s a symbol of trust. It is a continuation and evolution of our shared legacies. It prepares us for the future.”
The new identity will take time to build and the transition from Bellin and Gundersen won’t happen overnight. The new brand will be slowly and thoughtfully incorporated into the health system.
“We anticipate it will take several years to fully migrate to Emplify Health,” Rathgaber says. “Do we expect everyone to immediately embrace this journey? Certainly not. But we will journey together. Change takes time. And we must honor our legacy names into the future. I know we have the best people in the industry working at our organization, who will help to build this new identity in the right way while respecting our rich histories.”
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