Bellin & Gundersen Health Systems rebrand into Emplify Health

UPPER MICHIGAN, Mich. (WLUC) – On Tuesday, Bellin Health and Gundersen Health Systems announced they will rebrand into Emplify Health.

The name comes from a combination of the words Empathy and Amplify.

Bellin and Gundersen Health Systems CEO Dr. Scott Rathgaber says hospitals and health facilities will continue to bring the same level of care under the new name.

“We’ve actually spent literally months working on ‘how do we make sure that we maintain and preserve what is great that people love about Bellin and Gundersen and continue to build on that?’” Dr. Rathgaber said.

According to Dr. Rathgaber, the rebrand will help make collaboration of the two systems more efficient. He said maintaining two brands under one umbrella was more expensive than a rebrand as one company.

Dr. Rathgaber says the change to Emplify will happen gradually.

“We are not changing all at once,” Dr. Rathgaber said. “So tomorrow, we will still be the same names that we always were, we’ll answer the phones the same way, people will see the same doctors in the same locations, and get the exact same experience and high quality of care.”

Dr. Rathgaber expects any changes to Bellin and Gundersen facilities to happen years in the future. He says the gradual change will help employees adjust to the new name.

“We really have set that on purpose to allow our staff, who are the heart and soul of our organization, they really are the brand, to get the information out to them, to tell the story of why we are in this journey, and what we intend to be in the future,” Dr. Rathgaber said.

The two midwestern healthcare providers finalized a merger in December of 2022.

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