Ascension is launching its largest ever advertising and marketing campaign to rebrand all of its hospitals.
The national Catholic hospital giant is starting the rebranding at its hospitals and facilities in Michigan and Wisconsin, then gradually rolling it out to the rest of the country, said Ascension CEO Anthony Tersigni.
The effort, Tersigni said, is aimed at getting patients and employees thinking about Ascension as a system that offers care locally but with the clinical and financial backing of the nation's largest not-for-profit hospital company. Ascension has 141 hospitals and fiscal 2016 revenue of $21.9 billion.
Ascension also has reorganized into two divisions: healthcare with all its care delivery components and a solutions division that will house ancillary businesses, such as group purchasing, bio-medical engineering and venture capital investing.
Ascension Executive Vice President Bob Henkel is heading the healthcare division as its CEO, while the company searches for someone to lead the solutions division. Tersigni said breaking the businesses into two separate divisions (PDF) will clearly define leadership roles and promote growth.
“Adopting a unified mission statement and creating a clear and consistent identity reflect our collaborative national system and move us in this direction,” Tersigni said.
The branding campaign (PDF) that begins in Michigan and Wisconsin Tuesday will run for up to 18 months, said Nick Ragone, Ascension chief marketing and communications officer.
It will be fully integrated, meaning that Ascension will use a variety of media to raise awareness, including television advertising, radio, print, billboards, paid search and social media.