The five-hospital Saint Joseph Mercy Health System and the three-hospital Mercy Health system in Michigan are rebranding as Trinity Health Michigan.
The rebranding also covers two affiliated medical groups, IHA and Mercy Health Physician Partners, as well as 22 senior living communities, three home health agencies, MercyElite Sports Performance and Probility Physical Therapy.
In total, the change announced April 13 will unite under the Trinity Health Michigan label facilities or services that had been covered by 25 separate brands. All of them are already part of Trinity Health, which is based in Livonia, Michigan, and one
of the largest Catholic health systems in the nation with almost $19 billion in annual revenue and 123,000 employees caring for communities in 25 states.
Rob Casalou, president and chief executive of Trinity Health Michigan and Southeast Regions, said the name change will "build upon and embrace the strength of our national brand."
"Our patients and our communities will have a much fuller understanding of the services we offer across the state as well as our nationwide connection to one of the largest health care organizations in the United States," he said.
For most of the hospitals, the rebranding will begin with a transition to a new name that starts with Trinity Health followed by the legacy name. The Trinity Health logo will appear on signage, websites and documents.
Starting in about a year, the legacy names will be dropped in favor of the facilities' geographic locations. For example, St. Joseph Mercy Ann Arbor will become Trinity Health St. Joseph Mercy Ann Arbor and then Trinity Health Ann Arbor.
An exception is St. Joseph Mercy Chelsea Hospital, a joint venture between Trinity Health and University of Michigan Health. The hospital will rebrand as Chelsea Hospital and use the logos of both systems.
Casalou said the planning for rebranding began prior to the pandemic. The system put the process on hold until the health emergency eased.
The official launch of the changeover was accompanied by a multimedia campaign called "We are Trinity Health." The campaign includes a 30-second TV commercial that is airing across the Michigan markets the system services. A new website, trinityhealthmichigan.org, has links to the legacy websites. Patients will not have to create new online accounts or change any of their sign-ons.
In addition to clarifying the connection between facilities and services across Michigan to Trinity Health, Casalou said the rebranding will be a financial boost to the system because it no longer will have the expense of marketing 25 separate brands.
"A rebrand now is an investment in our future," he said. "We fully expect to receive a return on this investment from a consumer perception standpoint, from a brand recognition standpoint and from a reduction in the amount of work required to maintain
Copyright © 2022 by the Catholic Health Association of the United States
For reprint permission, contact Betty Crosby or call (314) 253-3490.