North Shore-LIJ changes its name

Hospital system to be Northwell Health

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Eighteen years after the merger that created the North Shore-LIJ Health System, its Board of Trustees unanimously approved a name change for the health care provider to Northwell Health on Sept. 14. The new Northwell Health name will be the focus of a broad rebranding and marketing campaign to launch in 2016.

Earlier this year, the health system began working with branding consultants Monigle and Interbrand to develop a new company name and brand platform. Along with the consultants, the marketing communications firm J. Walter Thompson was brought in to develop a broad communications program.

According to Terry Lynam, the provider’s vice president and public relations officer, Interbrand proposed the new name. “It is intended to provide a tip of the cap to our North Shore-LIJ heritage with the name ‘north’ and also represents our desire to guide consumers on their health care journey,” he said. “The word ‘well’ in Northwell signifies our commitment to promoting wellness and healthier lifestyles among the communities we serve. ‘Health’ reflects the quality healthcare for which we are known. Collectively, the name Northwell Health means guiding populations to wellness and better health.”

The name change will start the multi-year process to build new name recognition, which will allow the organization to stand out in the health care market. First, they will begin introducing the new brand to its more than 61,000 employees, more than 10,000 affiliated physicians and other internal audiences, and more than 13,000 nurses.

The names of all of the health system’s hospitals will remain intact, such as North Shore University Hospital in Manhasset, Long Island Jewish Medical Center in New Hyde Park, Staten Island University Hospital, Lenox Hill Hospital in Manhattan, Southside Hospital in Bay Shore, Huntington Hospital, Phelps Memorial Hospital in Sleepy Hollow and Northern Westchester Hospital in Mount Kisco.

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