Henry Ford Health drops ‘System’ from name, launches new brand

Henry Ford Health System announced Tuesday that it would drop “System” from its name and rebrand as Henry Ford Health.

The name change is designed to reflect the Detroit-based healthcare system’s “devotion to partnering with patients, communities and workforce …”

“Given the collective challenges of the past two years, there has never been a more important time for Henry Ford Health to renew our promise to our communities,” Wright Lassiter III, president and CEO of Henry Ford Health, said in a statement. “We want every life we touch — whether it’s a member of our team, a patient, member, or a community partner or neighbor — to know that we will be the dynamic partner and relentless advocate they need.”

The name change also comes with new signage and logo. The rebranding will start with the largest facilities, including Henry Ford’s five acute-care hospitals and One Ford Place in Detroit. Others will occur over the next few years, the system said in a news release.

Download Modern Healthcare’s app to stay informed when industry news breaks.

The system will also debut a 60-second commercial during the NCAA men’s basketball March Madness coverage across various CBS channels on Thursday.

The ad campaign, titled “I am Henry,” will focus on personal stories from patients and employees, including from a pregnant COVID-19 patient who received a double lung transplant and a nurse practitioner who moved a patient into her home.

“The COVID-19 pandemic caused all of us to challenge ourselves — to reimagine what healthcare can and should be for our communities,” Heather Geisler, executive vice president and chief marketing, communications and experience officer, said in a statement. “We discovered: We are Henry, and together, every day, we each have a role to play in the health of our community. What we’re unveiling today is the start of a new journey. So much more than a logo or tag line, it’s a public declaration of our brand promise and a powerful way to unify us. We are Henry, and together, every day, we define and redefine what Henry Ford Health is all about.”

This story first appeared in our sister publication, Crain’s Detroit Business.