Reliant Medical Group rebranding subsidiaries

Courtesy The new logo for the Reliant Medical Group was launched in the spring.

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By Sam Bonacci

Reliant Medial Group and all of its subsidiaries will have a more unified look this September, as the company is spending $400,000 to bring all its divisions in line with the company’s larger brand.

The Worcester-based medical group has decided to extend its new brand, with associated new logo and visual, to its various subsidiaries. Some of those organizations will be renamed and brought under the Reliant name, while others will continue under their own name but be visually associated with the company’s new logo and look, said Linda Coccola, Reliant’s chief communications officer.

Among the subsidiaries that will be impacted are New England Scope and Precision Medical Imaging, both located in Worcester. They will be brought under the Reliant brand in name and look -- as the Reliant Endoscopy Center and Reliant Radiology Departments. Lakeview Medical in Auburn will be renamed Durable Medical Equipment. These changes not only bring the connection to Reliant more to the surface, but also serve as a better indicator of the services offered, according to Coccola.

“There will be benefits in that people who did not understand these entities, will know now,” she said. “It will enhance our brand and will be much more intuitive to our patients when we refer them.”

The only organizations not going through renaming as a part of the rebranding are Southboro Medical Group -- which will be aligned with a new logo -- and the ReadyMED urgent care centers. Both of these brands were found to have a great deal of positive associations and brand equity, according to Coccola.

She said the new look, that was permeated throughout Reliant Medical this spring, should be rolled out to its subsidiaries by the end of September. The cost for the new signage will be approximately $400,000.

The Reliant Medical Group is made up of 500 providers serving more than 320,000 patients annually.