Photo | Courtesy | UMass Memorial Health
UMass Memorial Health's new branding
April 7, 2021
UMass Memorial Health Care rebrands with new name
Photo | Grant Welker
UMass Memorial Medical Center's Memorial Campus in Worcester
By Grant Welker
UMass Memorial Health Care is no longer — the name, that is.
UMass Memorial, the largest employer in Central Massachusetts, is dropping "Care" from its name as part of a rebranding the hospital group says reflects its fighting of the coronavirus pandemic over the past year. "The Relentless Pursuit of Healing" is the new tagline for the rebranded UMass Memorial Health.
The new branding was unveiled on social media Monday, and UMass Memorial created a TV commercial featuring scenes of its caregivers, many donning personal protective equipment. President and CEO Dr. Eric Dickson said dropping "Care" from the name reflects a philosophy to not only care for patients who are sick but to care for the overall health and wellbeing of everyone. That includes addressing food insecurity, homelessness, chronic unemployment and gaps in education, he said.
"It better reflects the work of all of our system entities – not just our hospital and traditional care locations," said Dickson, who had been foreshadowing the "relentless" tagline in staff meetings and communications. Dickson called the new campaign an update on UMass Memorial's previous motto, "Everyone, Everyday."
UMass Memorial Medical Center CEO Dr. Michael Gustafson told staff in a memo stories of the hospital's caregivers' courageousness, perseverance and innovation represent the best of the medical center.
"Our story is resonating now more than ever and I hope that you are as proud of it as I am because your hard work and dedication is what creates success for our organization," Gustafson said.
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Anonymous
April 7, 2021
I've always said that UMass Memorial takes the " care" right out of healthcare. Its a business, in it for the money, I've come out of there worse than when I went in.
Anonymous
April 7, 2021
I get it. They don't care anymore. How much money are they wasting on this? Corporate execs, don't they have better things to do?
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