Ascension is rounding out its systemwide rebranding in the third and final phase of its marketing and advertising campaign, the nation's largest Catholic health system announced Tuesday.
The last four markets to adopt the Ascension brand have about 100 care delivery sites; the markets are Baltimore's Ascension St. Agnes, Indiana's Ascension St. Vincent, Oklahoma's Ascension St. John and Ascension St. Thomas in Tennessee.
"Having a unified national brand fosters collaboration and ensures that consumers and patients receive the right care in the right setting at the right time across our national system," Anthony Tersigni, president and CEO of Ascension, said in a statement.
The rebranding aligns with Ascension's new centralized leadership structure, said Nick Ragone, chief marketing and communications officer at Ascension.
The marketing campaign is also correlated with about a 20% month-to-month growth in its new online scheduling platform, he said. The rebranding should make it easier for consumers to find information about Ascension online and through mobile apps. Ascension's research also found that patients like being patrons of a health system that's connected to a larger parent organization from which it can glean best practices and resources. Physicians and staff felt the same.
"As much as having a unified brand is about increasing awareness and consumer access, it is also about associate engagement," Ragone said.
All of Ascension's 2,600 sites of care across 21 states and the District of Columbia, including 151 hospitals, will carry the Ascension brand. From signage to website rebranding, the full transition will be completed over the next two to three years.
