Ascension, the largest nonprofit health system in the U.S. and the world's largest Catholic health system, announced the next phase of its national unified brand strategy as six new health system markets adopt the unified name of Ascension.
Hospitals and other sites of care in six markets will take on the Ascension identity:
- Texas – Seton in the Austin region and Providence in Waco
- Gulf Coast – Sacred Heart in the Pensacola, Florida, region and Providence in Mobile, Alabama
- Binghamton, New York – Lourdes
- Birmingham, Alabama – St. Vincent’s
- Jacksonville, Florida – St. Vincent’s
- Kansas – Via Christi in Wichita and central Kansas
Ascension’s national unified branding of its health systems is the largest rebrand ever by a U.S. healthcare provider, and among the largest ever in healthcare. This work follows last year’s initial rebranding of Ascension sites of care in its two largest markets, Michigan and Wisconsin. The implementation of consistent names for Ascension facilities and services across the country makes it clearer and easier for patients to conveniently access the care they need and navigate their health.
“During this time of change in our industry, we are empowered to continue strengthening Catholic healthcare as we fully transition to a unified brand,” said Anthony R. Tersigni, EdD, President and Chief Executive Officer, Ascension. “Our brand identity is rooted in our Mission to deliver compassionate, personalized care to all, with special attention to persons living in poverty and those most vulnerable. The adoption of a consistent identity across our systems of care fosters collaboration and ultimately ensures our patients receive the right care in the right setting at the right time through a truly integrated national system.”
“Leveraging a strong, accessible brand that consumers trust and find convenient will support our efforts to deliver affordable, quality care for everyone,” said Nick Ragone, Chief Marketing and Communications Officer, Ascension. “We’re committed to providing our patients with more convenient and seamless care delivery options in every way possible. A unified, consistent brand makes it easier for consumers to navigate sites of care from a brand they trust, both physically and online, and with mobile devices, where most healthcare engagements now begin. Moreover, our unified identity supports our shift to a more quantitative marketing model that is allowing us to better understand the people we serve and anticipate needs before they even enter our doors. It means having a strong, accessible brand that consumers trust and find convenient and connected.”
“Ascension has already seen great success on the journey to a unified brand,” said Patricia A. Maryland, Dr.PH, Executive Vice President, Ascension, and President and Chief Executive Officer, Ascension Healthcare, a division of Ascension. “As we create a culture of clinical excellence and safety, we are supported by consistent branding at our care sites across the nation, which encourages collaboration across our systems of care to improve population health and eliminate healthcare disparities.”
“The results we’ve already seen from our first phase of brand unification have been outstanding,” Dr. Tersigni said. “Our second phase of this process will follow the lead of our historic Sponsors – the religious women and men who founded our health systems and sites of care – by leveraging the Ascension name and our collective strengths to meet the challenges in healthcare and provide the individuals we serve with the highest quality care.”