Providence St. Joseph, one of the largest health systems in the country, will initiate key branding changes among its Catholic ministries starting in California next year.
Those facilities will operate as Providence entities; a new logo will retain a cross in recognition of the organization’s religious roots.
Officials announced the effort on Monday, noting it will take up to three years to roll the new branding out across the seven western states the provider serves.
Providence Health & Services and St. Joseph Health merged in 2016, and the joint entity also operates through the Covenant Health, Swedish, Pacific Medical Centers, Facey Medical Foundation, Hoag and Kadlec medical brands.
In addition to 51 hospitals, the not-for-profit system runs a host of physician clinics and provides senior services such as skilled nursing, supportive housing and community-based Medicaid PACE programs that serve as an alternative to nursing homes.
“The new brand will help us raise awareness about the high-quality specialty and subspecialty care available through our clinical institutes,” said Mike Butler, Providence president of strategy and operations. “In addition, it will help us recruit the biggest hearts and best minds into our organization. It will also allow us to be more effective advocates for value-based healthcare reform and programs that serve the most vulnerable in our communities.”
The new branding will appear with the legacy name of each hospital on buildings and signage. Non-Catholic partners that are part of the care network, such as Swedish, will retain their current brands.
Providence has nearly 120,000 employees in Alaska, California, Montana, New Mexico, Oregon, Texas and Washington.
“Modern Healthcare” noted this week that Providence built its non-hospital related offerings over the last few years with the creation of a for-profit population health management company, a $150 million venture fund, and a consulting firm that manages Epic electronic health record systems.