Merging Two Beloved Midwest Health Systems
Challenge
Bellin Health and Gundersen Health System, two beloved Midwest health systems, decided to merge. The key question was how to advance a progressive and unified identity while protecting the considerable brand equity each had earned across generations.
This engagement activated the entire Finch Brands workflow – from insights (to determine how these brands are perceived and define cultural anchors) to strategy (to document to optimal architecture, messaging, and migration plan) to design (to craft and vivify the new identity). We worked closely with the Board and leadership/marketing team at every step, tackling tough questions, clearly sharing recommendations and tradeoffs, and building on the passion and caring of this deeply human organization.
Process
Before we could undertake this complex and multi-phase process, it was an honor and necessity to get to know Bellin and Gundersen from all angles.
Trust is the gateway to influence – our extensive on site Discovery process, internal/external research process, and relationships we created with key voices across both systems helped set this process up to succeed.
The first key decision was whether or not to develop a new name – as opposed to elevating existing names as divisions, keeping one of the names, or mashing them up. After deep analysis, we determined that a new name would best serve an organization that is truly ‘stronger together’ and that seeks to unify internally and create a brighter day in healthcare.
Yet – because both Bellin and Gundersen have such strong brand equity – the migration needs to be very deliberate. Our strategy is to launch Emplify, while maintaining the Bellin and Gundersen names as endorsers for a period of time (estimated at 2-3 years). The timing of the final migration to Emplify will be based on brand research – when the brand reaches thresholds of awareness and strength.
Naming
The name needed to encapsulate the energy of the organization – and feel friendly and approachable yet also convey clinical excellence.
Emplify accomplishes that. It is a portmanteau of ‘empathy’ and ‘amplify’, which is really what this health system exists to do. We ‘amplify empathy’ at scale by increasing access, creating a culture of caring, and enhancing the health of entire populations.
empathy
love, listening
patient-centricity
integrated system
population health
amplified
Community Leadership
Broad Spectrum of Care
Global Impact
Courage in Advocacy
Brand Voice
Empathy in Action
Emplify is more than just a name. It’s our philosophy. It’s the core of everything we do. Every decision, every action is designed to ‘amplify empathy’. It’s a powerful verb that heals, that helps, has the potential to improve entire communities and change lives for the better. As only we can.
We worked closely with the marketing team to develop a brand training curriculum – and helped prepare the team to deliver it to all staff by ‘training the trainers.
We’ve worked extensively on launch planning – from the development of a video (below) to helping define the sequence, priority, and budget around brand changeover, a massive endeavor given the size of the Emplify system.
Brand Launch
We’ve worked closely with the team on a range of internal/external launch messaging and design initiatives. The goal is a proud, confident introduction of Emplify to teammates, patients, and communities the system serves.
Real World Results
The Emplify brand launched in early 2024 – the rollout process is long and complex, yet it has already been greeted with widespread internal and marketplace enthusiasm.
