Fairview Health Services, a Minneapolis-based nonprofit academic health system, initiated on Tuesday a rebranding that will bring its Legacy, HealthEast, and pre-existing M Health brands together under the new umbrella of M Health Fairview.
James Hereford, Fairview president and CEO, says not all Fairview entities—for example, the healthcare platform Preferred One—will fall under the new brand, but a “vast majority” will. This includes Fairview’s network of 10 hospitals, 60 primary care clinics, and other entities and services.
“This is first and foremost an opportunity for us to communicate to the marketplace that we are a [single] system of health care… serving the vast majority of the Twin Cities and outlying areas,” says Hereford. “[That] hasn’t necessarily been apparent to the market… So, through this rebrand, we're able to better communicate [that]—it’s hopefully, much simpler and much clearer than what our old branding cacophony has been.”
Facilities will keep their current names, though they’ll now feature the M Health Fairview brand. For example, Fairview Southdale Hospital will become M Health Fairview Southdale Hospital.
The M Health Fairview logo uses the U of M’s colors and block M. That’s designed to reflect to Fairview’s ownership of University of Minnesota hospitals, and its concurrent partnership with University of Minnesota Physicians.
Hereford says the block M boosts the Fairview brand’s connectivity with Minnesotans, as the M is “one of the most recognized and positively assessed marks in the state.”
Fairview officials also hope to drive home the relationship between the U and Fairview, and their collective goal of offering a “new approach to health care,” says Dr. Jakub Tolar, dean of the university’s medical school.
Tolar, who’s also the U’s vice president for academic clinical affairs, explains that they’re trying to build health care around individual patients, not hospitals, insurance companies, and pharma companies. This means using the latest technology to provide care that is more personalized—as well as more focused on prevention and overall health—instead of focusing primarily on “sick care,” or treatments.
“[Up to now, we’d] wait until you’re sick, until a patient gets a stroke, and then do something about it. Now, we will not wait,” says Tolar.
He says there are tools, like wearables that measure magnesium levels or track sleep patterns that can identify health needs before they evolve into actual problems requiring extensive solutions.
“There are many, many things we can do in a much less invasive way, than taking a patient to the OR and doing an open-heart surgery,” says Tolar.
And it takes the academic strength that University entities bring as a resource within Fairview to implement such innovative alternative solutions and processes.
“It is really the connection between the medical school and Fairview. Fairview alone cannot do this, the medical school alone cannot do this,” says Tolar. “There's the beauty of the partnership and the alignment we have between the two. And that's what [this new] brand is really about.”
The brand rollout has begun, with a micro website having launched already (though it will be further developed overtime), and at least one Fairview facility already bearing the M Health Fairview insignia: the new clinic at the Mall of America. The clinic will open November 18. In the meantime, signage will be altered elsewhere.
The rebranding will be rolled out through 2020.
“[This is to] really communicate and imbue the brand with an intentionality around what we're trying to do in terms of meeting the needs of healthcare consumers for excellence, affordability, access, and simplicity,” says Hereford.
Adds Tolar: “This is a very, very optimistic beginning of what I think is going to be the next chapter for the university, its medical school and also for Fairview.”