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MacLaren Regional Medical Center Rebrands with New Name & Logo

January 20, 2012 by  
Filed under Branding, NEWS

McLaren Logo

Name and logo changes part of McLaren Health Care rebranding initiative

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-winning care.”

Subsidiaries with new names include:

Former name: New name:

  • Bay Regional Medical Center: McLaren-Bay Region
  • Bay Special Care Hospital: McLaren-Bay Special Care
  • Central Michigan Community Hospital: McLaren-Central Michigan
  • Great Lakes Cancer Institute: McLaren Cancer Institute
  • Ingham Regional Medical Center: McLaren-Greater Lansing
  • Ingham Regional Orthopedic Hospital: McLaren Orthopedic Hospital
  • Lapeer Regional Medical Center: McLaren-Lapeer Region
  • McLaren Health Care Village at Clarkston: McLaren-Clarkston
  • McLaren Regional Medical Center: McLaren-Flint
  • Mount Clemens Regional Medical Center: McLaren-Macomb
  • POH Regional Medical Center: McLaren-Oakland

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-Flint

McLaren-Flint is a nonprofit, tertiary teaching facility with 416 beds located in Flint, Michigan. MRMC is affiliated with Michigan State University (MSU) College of Human Medicine in its medical residency programs, including family practice, internal medicine, general surgery, orthopedic surgery and radiology. McLaren-Flint also maintains a hematology/oncology fellowship program in partnership with MSU and a surgical oncology fellowship. McLaren-Flint is certified as a Blue Cross Blue Shield of Michigan Cardiac Center of Excellence and as a Center of Distinction for Hip and Knee Replacement and Spine Surgery. The medical center is also designated as a Bariatric Surgery Center of Excellence and is certified by the Joint Commission as a Primary Stroke Center. Other service line centers of focus include cancer, neurosciences, and minimally-invasive surgery.

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 more than half 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 Bay City, 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. For information, visit mclaren.org.

SOURCE: McLaren Health Care

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