Officials at McLaren Health Care announced today the rebranding of its subsidiaries to a common name—McLaren.
"The rebranding initiative is part of McLaren’s strategic plan," said Philip Incarnati, president and chief executive officer of McLaren Health Care. "Using one name will enable us to have a single identity that reflects the scope and impact of our organization across the state. It’s a testament of our commitment to make individuals healthier and communities stronger."
As one of the largest health care systems in Michigan, McLaren is able to provide residents—within their own communities—greater access to high-quality medical care and the latest, most advanced technology.
"Letting area residents know that their local hospital is part of McLaren, part of a larger health system, is one of the goals of the rebranding," added Incarnati."Although the names have changed, our patients can expect the same award-winningcare."
Subsidiaries with new names include:
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Former name:
Bay Regional Medical Center
Bay Special Care Hospital
Central Michigan Community Hospital
Great Lakes Cancer Institute
Ingham Regional Medical Center
Ingham Regional Orthopedic Hospital
Lapeer Regional Medical Center
McLaren Health Care Village at Clarkston
McLaren Regional Medical Center
Mount Clemens Regional Medical Center
POH Regional Medical Center
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New name:
McLaren–Bay Region
McLaren–Bay Special Care
McLaren–Central Michigan
McLaren Cancer Institute
McLaren–Greater Lansing
McLaren Orthopedic Hospital
McLaren–Lapeer Region
McLaren–Clarkston
McLaren–Flint
McLaren–Macomb
McLaren–Oakland
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The initiative was announced internally in September 2011 after conducting focus group sessions among consumers across the state to investigate how a potential name change might be perceived. There was an immediate affirmative reaction.
"We were amazed by the amount of positive feedback we received," said Kevin Tompkins, vice president of marketing for McLaren Health Care. "The focus group participants said that changing the name of their local hospital to include the name McLaren would be a true advantage. Their input was very important in guiding the decision to move our health system to a single unified brand."
Participants identified greater access to higher quality health care, more advanced technology and better doctors as primary reasons a name change would be advantageous.
Along with the name changes, the logo identity has been redesigned. Care was taken to maintain the basic color of McLaren’s logo to retain its brand equity as a strong and stable health care services provider. The new logo, however, better expresses McLaren’s strong momentum and forward-thinking principles. The "dual infinity" icons, critical elements of the new logo, represent McLaren’s balance of serious medicine and compassionate care, along with, of course, its endless possibilities.
A new marketing campaign is set to launch in late January. Officials have begun changing signs, name badges, uniforms, collateral and more to reflect the new name.
East Lansing-based Publicom, Inc., McLaren’s marketing partner since 1997, developed the new identity and marketing communications campaign.
Subsidiaries currently operating under the McLaren name will continue to do so, including McLaren Health Plan, McLaren Homecare Group and McLaren Medical Group.
About McLaren Health Care
With headquarters in Flint, Mich., McLaren Health Care is annually recognized as one of the top Integrated Health Networks in the nation. McLaren is one of the largest health care providers in the state with a system that reaches nearly 35 percent of Michigan residents through more than 200 locations, 17,000 employees and 11,000 network physicians. McLaren Health Care had net revenues of $2.1 billion in 2011 and has experienced double-digit growth each year since 1989. The nonprofit system includes medical centers in BayCity, Flint, Lapeer, Lansing, Mount Clemens, Mount Pleasant, Petoskey and Pontiac. Additional health care services are provided at McLaren–Clarkston; McLaren Bay Special Care in Bay City; McLaren Orthopedic Hospital in Lansing; and McLaren Proton Therapy Center in Flint (beginning late 2012). McLaren Health Care also operates McLaren Medical Group, an employed physician network; McLaren Homecare Group, an award-winning home health, hospice and medical supplies provider; McLaren Health Plan, a licensed HMO offering benefit plans for commercial businesses and Medicaid recipients; and McLaren Cancer Institute, the largest cancer care network of its kind in the state.