One of Tacoma’s larger private employers, Franciscan Health System, is rebranding itself to emphasize its connection with one of the nation’s largest nonprofit health systems.
The network of South Sound hospitals, clinics and other medical facilities is changing its name to CHI Franciscan Health. CHI is short for Catholic Health Initiatives, a Colorado-based network of 93 hospitals, hundreds of outpatient clinics and assisted living facilities in 18 states.
The new name will appear on Franciscan facilities over the next two years. Franciscan has been a member of CHI for 18 years, but its name never reflected that connection. New advertising is carrying the fresh identity.
“We’re doing a rolling adoption,” said Budd Wagner, vice president of marketing and communications for CHI Franciscan Health.
New signage on Franciscan buildings will be posted by the end of 2015 or early 2016.
In addition to the new name, Franciscan is adopting a new guiding star logo and a new theme line, “Our best care. Your best health.”
Other CHI health care networks across the country are adopting the CHI name and symbol.
The new name, he said, indicates Franciscan’s connections to a much larger network while recognizing local brand equity.
“Franciscan Health is a founding member of CHI, there are many advantages to our patients in being a part of not only a large regional system, but also a national health care system,” said Joe Wilczek, CEO of CHI Franciscan Health.
In the Puget Sound area, CHI Franciscan Health includes St. Joseph Medical Center, Tacoma; St. Francis Hospital, Federal Way; St. Elizabeth Hospital, Enumclaw; St. Anthony Hospital, Gig Harbor; Highline Medical Center, Burien; St. Clare Hospital in Lakewood; Harrison Medical Center and Harrison Health Partners in Kitsap and Olympic area. The hospital names are not changing with the new brand.