The nine-hospital system chose to rebrand to reflect its growing reach beyond Eastern Maine and create a recognizable brand experience for consumers, according to the report.
The first year involved creating a new logo, changing names and signage at all system hospitals, and running a marketing campaign. Surveys indicate the new name is starting to gain traction among consumers, according to the report.
In the upcoming year, leadership plans to focus on gaining physician and staff buy-in. Tensions grew among physicians and staff who questioned the utility of spending on something that doesn’t directly affect patient care, according to the report.
The cost of the rebrand was not made public, but leadership see it as a valuable strategic move, and one that will convey unity and standardization to patients, according to the report.
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