TidalHealth Debuts New Name to Reflect Community Roots

The health system, formerly known as Peninsula Regional Health System, acquired two health organizations this year.

Maryland-based health system TidalHealth announced its new name and branding on Tuesday.

TidalHealth President and CEO Steve Leonard told HealthLeaders that the health system's new brand is about connecting with and sharing roots with the community.

"We're proud of what we were able to come up with to reflect who we are and who we serve," Leonard said.

Formerly known as Peninsula Regional Health System (PRHS), TidalHealth includes the "Peninsula Regional and Nanticoke hospitals; the McCready, Ocean Pines and Millsboro Health Pavilion," according to a press release. The organization also includes the newly announced TidalHealth Medical Partners physician group, composed of the Peninsula Regional Medical Group and the Nanticoke Physician Network.

During the brand selection process, the health system conducted focus groups, interviews, and surveys with patients and the organization's staff.

"It's hard coming up with a good name these days," Leonard said. "But it is defining the brand and that connection we're trying to create with the consumers in our region. We went through a process to understand who we are, and then from a community perspective who we serve, and attempting to identify a brand that was reflective of both."

This year is about change for TidalHealth, Leonard explained. "We've been in this move for about a year and a half, and we had multiple affiliations occur. As a part of that, our intent was to ask the question, 'Who are we together?' from a system perspective," Leonard said.

Nanticoke Health Services signed a definitive agreement with PRHS in July 2019 and officially joined the health system in January.

McCready Health signed a definitive agreement in July 2019 and officially joined PRHS in March.

Photo credit: Penny Short, President, TidalHealth Nanticoke; Steve Leonard, President/CEO, TidalHealth; Dr. Karin DiBari, President, TidalHealth Medical Partners; Debbie Abbott, Chairperson, TidalHealth Board of Directors and Dr. Memo Diriker, Chairperson, TidalHealth Peninsula Regional Board of Directors pose with the healthsystem's new name and logo after its unveiling. Courtesy of TidalHealth.