As Healthcare Evolves, So Will Your Brand

Healthcare rebranding initiatives continue to surge across the country as organizations evolve through mergers, acquisitions, and strategic repositioning. For instance, the latter half of 2024 saw significant activity; of course this ongoing evolution results in the need for hospital rebranding projects for numerous healthcare organizations across the country.

Whether you’re managing a sprawling hospital network or a network of specialized care facilities, successful rebranding requires careful consideration of several critical factors. Here we’re examining three of the most important considerations for your healthcare rebranding project.

Take a Comprehensive Look: Read our complete guide on healthcare branding here.

3 Considerations for Hospital Rebranding

1. Understanding Your Asset Scale and Scope

The sheer scale of healthcare facility rebranding often surprises organizations. From major hospitals to satellite clinics, each location presents unique challenges. Consider SSM Health’s recent rebranding initiative, which encompassed 26 hospitals and over 210 off-site locations. This scale required careful coordination of:

  • Multiple facility types with different signage requirements
  • Varied environmental and architectural conditions
  • Complex engineering solutions for different structural needs
  • Coordination across multiple states and jurisdictions

Successful rebranding starts with a comprehensive asset audit to identify every branded element requiring updates — from exterior monuments to interior wayfinding systems.

2. Maintaining Operational Continuity

Healthcare facilities can’t simply pause operations for rebranding. Patient care must continue uninterrupted while implementing changes — or risk causing irreparable harm to the institution’s reputation. Any hospital rebranding project needs to account for this factor and be undertaken by a partner capable enough to pull it off.

During Emanate Health’s rebranding of four hospitals during the COVID-19 pandemic, this challenge became even more critical. Key considerations Stratus navigated during this project included:

  • Staging work to minimize impact on patient care areas
  • Implementing clear temporary wayfinding during transitions
  • Maintaining emergency department visibility and accessibility
  • Coordinating installation schedules around peak usage times
  • Following strict safety and health protocols

The key is developing a detailed implementation schedule that prioritizes patient experience while maintaining project momentum.

3. Selecting the Right Implementation Partner

Internal facilities teams rarely have the bandwidth or specialized expertise to manage large-scale rebranding projects. However, working with the right implementation partner brings a host of benefits to bear on your hospital rebranding project, including:

  • Nationwide resource networks for concurrent execution
  • Engineering expertise for complex installations
  • Program management capabilities across multiple locations
  • Experience with healthcare-specific requirements
  • Ability to maintain consistent quality across all facilities

A proven implementation partner helps navigate permits, coordinates with vendors, manages logistics, and ensures consistent quality across all locations.

Ensure the Success of Your Hospital Rebranding Project with Stratus

Successful healthcare rebranding requires expertise, resources, and proven processes. Stratus brings over 150 years of brand implementation experience, with a track record of successful healthcare rebrands. Our comprehensive approach includes:

Ready to ensure your hospital rebranding success? Remember, healthcare branding is about far more than the logo.

Contact Stratus today to learn how we can help implement your vision while maintaining operational excellence.