Minnesota health system rebrands as Astera Health

Wadena, Minn.-based Tri-County Health Care is rebranding as Astera Health, Lakeland News reported Aug. 23.

The system partnered with Legato Healthcare Marketing and has been working with the firm to reinvent its name, logo and marketing assets over the past year.

The rebrand will not immediately take effect. Instead, staff members will gradually phase out the Tri-County Health Care brand over the next nine to 18 months.

"Organizationally, we decided to bring our brand into the modern era. We have a new building being constructed, so it also makes sense financially to go all out and change everything from the ground up," Joel Beiswenger, the system's president and CEO, told Lakeland News. "I believe this shift in brand identity will communicate our values and highlight the people that make us so special."

The system will hold a virtual town hall Aug. 31 to address any questions or concerns.

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