Michigan’s largest in-state health system finally has a permanent name: Corewell Health.
The announcement comes more than eight months after the merger of Spectrum Health and Beaumont Health. The two systems merged on February 1 after announcing their intention to merge more than a year ago. The two units previously operated under parent company BHSH while maintaining the Spectrum and Beaumont names on hospitals.
The nonprofit operates a 22-hospital health system worth $12 billion with its own health insurer in Priority Health and about 60,000 employees.
The new name will be reflected on all hospital names, the system said in a press release on its new website, corewellhealth.org.
The company said in a statement that the system plans to transition to using the new nameplate within the next two years, and that the name reflects “a future where health is simple, affordable, equal and special”.
“At our core, we’re here to help people stay healthy so they can live the healthiest lives possible,” said Tina Freese Decker, president and chief executive officer of Corewell Health. in a press release. “We document the incredible results and history from Beaumont Health and Spectrum Health. Now together, known as Corewell Health, we move toward a unified, focused focus on health and wellness for all. The choice of name is particularly inspiring as it is influenced by thousands of ideas from members of our team who put health and wellness at the core of everything we do. .”
Alex Calderone, chief executive officer of Calderone Advisory Group, which specializes in consulting in the healthcare sector, said the name change was dramatic but unlikely to make a significant impact.
“I don’t think it’s particularly appealing, and I’m sure both sides of the state will mourn the removal of the legacy brand,” Calderone told Crain’s. “With that said, this is simply a name change and is not likely to have a meaningful effect on activity or needs or care.”
The Spectrum name is being phased out entirely, but the new signage will retain the Beaumont name on some locations.
Tina Freese-Decker, president and chief executive officer of Corewell, told Crain that they maintain the legacy Beaumont name on some hospitals because of the recognition and importance of the name in those communities.
“It is important that we recognize the rich history of all of our organizations,” says Freese-Decker. “We went to the board and internal teams and asked how they would like to be introduced. We think it’s important to honor the legacy names, Blodgett and William Beaumont. “
Freese-Decker says the name change will remain internal through 2022, and the signage will begin changing in 2023 alongside a more aggressive marketing campaign.
The system hired San Francisco-based brand strategy firm Prophet to create the Corewell name and logo.
Freese-Decker says the name change will aid integration because the entire 22-hospital system is now under one brand.
“It’s always fun to have a name to call yourself,” says Freese-Decker. “It’s a much better name than the previous BHSH name. With this Corewell name, we can talk about ourselves and what we’re doing together – our core values and what we’re trying to accomplish. In addition, it helps to further promote and develop our culture. “
