Beaumont Health, the new not-for-profit health care organization, formed through an affiliation of Beaumont Health System, Botsford Health Care and Oakwood Healthcare last fall, has a new logo and color, and will change the names of some of its eight hospitals.
Based on consumer preference, visibility and research, the Beaumont Health board of directors approved cobalt blue as the organization’s new color.
Beaumont Health System’s burgundy, Oakwood’s green and Botsford’s blue and rust will soon be replaced with a new Beaumont Health blue. Research shows that blue is universally well-liked, is highly visible, and represents trust, dependability and stability to consumers.
By late June, all eight Beaumont Health hospitals will be named Beaumont to bring them together under one brand. The hospital name will also include the city where the hospital is located: Beaumont Hospital – Dearborn; Beaumont Hospital – Farmington Hills; Beaumont Hospital – Trenton; Beaumont Hospital – Taylor; Beaumont Hospital – Wayne. To maintain brand connection with their local communities, three of the hospitals will include a campus name on their signs: Beaumont – Dearborn, Oakwood Campus; Beaumont – Farmington Hills, Botsford Campus; and Beaumont – Trenton, Southshore Campus.
The names of the Beaumont hospitals in Royal Oak, Troy and Grosse Pointe will remain the same.
In late June, consumers will begin to see the new logo, color and hospital names on temporary signs at the eight Beaumont Health hospitals. Permanent signs will be installed throughout the organization, including hospitals, major medical centers, employed physician offices, outpatient sites and private physician offices, starting in September and continuing until early next year.
In May, “part of Beaumont Health” was added to current print and radio advertising and billboards. Advertising with the new logo and color will be developed.
The new logo, color and naming was based on extensive internal and external research with employees, physicians and consumers, conducted by branding consultants.
“We took enough time to ensure that our decision was data-driven, truly based on consumer preference, and would represent our new organization well as a leader in high-quality, affordable, compassionate care that is accessible to everyone in Southeast Michigan,” says Beaumont Health CEO John Fox.
Beaumont Health was chosen as the name for the new, combined organization as part of the affiliation agreement, completed on Sept. 2. That name builds upon the strength of the Beaumont name in the health care market. Beaumont is the most-preferred health system for all health care needs throughout the state, according to research conducted by the National Research Corporation.
Beaumont Health consists of eight hospitals with 3,337 beds, 163 outpatient sites of care and nearly 5,000 physicians. With almost 35,000 employees, Beaumont Health is Southeast Michigan’s largest health care employer. In 2014, Beaumont Health had $4 billion in revenue with 174,675 inpatient admissions, 16,213 births and 492,073 emergency visits.