Hackensack Meridian Health held a rebrand reveal event for 2,500 managers and executives Tuesday in Newark to showcase a new motto and new logo.
The reveal was complete with a half-day production, including an opening skit by co-CEOs Robert Garrett and John Lloyd, on Tuesday at the New Jersey Performing Arts Center in Newark — a venue specifically chosen to coordinate with the new company message: "Well Orchestrated."
“'Well Orchestrated' gets to the heart of our business strategy, which makes us particularly unique,” Lloyd said. “Care transformation is a critical goal of Hackensack Meridian Health, particularly as it pertains to improving patient outcomes and the overall patient experience.”
Trustees, donors and other VIPs were at NJPAC the night before for a preview and a dinner on stage, Garrett said.
The new logo and renaming of all 27 locations under the HMH umbrella will unfold over the next few years, but temporary banner signs will be placed systemwide Wednesday.
Rebranding is the latest step HMH has taken to achieve its goal of expanding onto a national stage.
“Our aspiration is not to be a leading or unique brand, but to be the premiere health care brand nationally,” Garrett said.
Lloyd added: “When we merged, we pretty much put our names together and didn’t use outside consultants or anyone else and put together a bit of a logo. We thought it was pretty good and were patting ourselves on the back.”
But, then, three outside consultants who do national branding were brought in and told the co-CEOs their logo wasn’t all that great.
“They said, ‘One thing is, we don’t want to offend you, but your current logo is so common,’ ” Lloyd said.
Garrett said the end result was something that represents the variety of partnerships that HMH has in the state and region, as well as has the vibe of a life sciences company.
“It has that molecule look and really, to me, it really gives you that high-tech, science innovation feel,” he said.
HMH currently includes legacy Hackensack facilities, legacy Meridian facilities and may soon include JFK Health facilities if all goes well. In addition, the health system partners with pharmacies, New Jersey Innovation Institute, Seton Hall University and Memorial Sloan Kettering.
“Our focus is New Jersey, but, if, along the way, if we have opportunities beyond New Jersey … we’re going to take them,” Lloyd said.
Ihor Sawczuk, president of Hackensack University Medical Center, said, “We’re a new group, a new entity with a new culture, so we need a new brand.”
Lloyd called the new brand a “home run” for the company and its employees.
Karla Cusano, vice president of ambulatory services of HMH, said the idea of a new brand was “invigorating” for the staff and has generated excitement.