Founded in 2019 through the merger of the former Englewood, Colo.-based Catholic Health Initiatives and San Francisco-based Dignity Health, CommonSpirit Health is now the nation’s third-largest health system with 143 hospitals. But its name has never been on any of them.
But with CommonSpirit and Altamonte Springs, Fla.-based AdventHealth folding their joint venture — Centennial, Colo.-based Centura Health — CommonSpirit’s Centura hospitals will soon feature the nonprofit Catholic health system’s name.
“During the disaffiliation process, CommonSpirit Health and AdventHealth agreed the Centura Health name, logo and brand would be retired over the next year, and as such, both healthcare systems will introduce their brands at the care sites they now directly manage,” CommonSpirit said in a statement to the Gazette.
The health system’s name will be featured on 20 hospitals and 240 care sites in Colorado, Kansas and Utah that are now part of Centura, according to the Aug. 23 story.
CommonSpirit’s other hospitals are branded as Dignity Health in Arizona, California and Nevada; Virginia Mason Franciscan Health in Washington; St. Joseph’s and St. Luke’s Health in Texas; Trinity Health System in Ohio; and CHI in Arkansas, Georgia, Iowa, Kentucky, Minnesota, Nebraska, New Mexico, North Dakota, Oregon, Pennsylvania and Tennessee.
Rebranding, while expensive, makes sense in a case like this as patients who move or travel around the country will be able to identify which hospitals are CommonSpirit, according to Bernard Sandoval, president and founder of Sandia Advertising. “Imagine if McDonald’s was called something else in five different regions,” he told the newspaper.
CommonSpirit is also taking over Centura Health’s naming rights agreement with the NFL’s Denver Broncos.
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