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Baylor Scott & White HealthCare Tackles Massive Rebranding Effort

Marianne Aiello, for HealthLeaders Media, June 25, 2014

The merger of two Texas health systems spawns the state's biggest non-profit healthcare organization, a new mission, a new logo—and a "fiscally responsible" rollout of the new brand, says the CEO.

Rebranding is always a harrowing undertaking even for the smallest of hospitals—it's a true juggling act to seamlessly educate the community, update signage, and, hopefully, improve brand awareness and market share. But for the newly formed Baylor Scott & White HealthCare and its 46 hospitals across the state of Texas, the rebranding process is a whole different animal—and one that could take years.

Baylor Health Care System and Scott & White Healthcare merged to create Baylor Scott & White Healthcare in October 2013, making it the largest non-profit healthcare organization in Texas and giving it a leg-up on Texas Health Resource's 25 hospitals.

From the get-go, the new system's leadership knew they should form one cohesive brand.

"Our board of trustees was clear from the beginning. They wanted us to operate under one brand: Baylor Scott & White Health," Joel Allison, CEO, said in response to my query. "As such, rebranding our facilities is critical to that goal."

The process started with the creation of a new mission: to serve all people by providing personalized health and wellness through exemplary care, education, and research as a Christian ministry of healing.

"Our vision is to be the most trusted name in giving and receiving safe, quality, compassionate health care," Allison says.

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