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UNC healthcare system adopts new name and branding
UNC Health part of identity initiative
Published Monday, February 24, 2020 7:20 pm
by Herbert L. White | The Charlotte Post

UNC Health Care, North Carolina's largest academic healthcare system, has been rebranded as UNC Health.

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UNC Health Care has a new name.

North Carolina’s largest academic healthcare system has launched a new brand identity as UNC Health, which includes 11 hospitals across 13 hospital campuses and clinic locations from Hendersonville to Jacksonville. The new name and logo mark are symbolic of a commitment to the healthcare system’s transformation strategy. UNC Health employs 33,000 and cares for patients from all 100 counties and across the U.S.

“UNC Health’s transformation strategy boldly defines our roadmap over the next five to 10 years,” said UNC Health CEO Wesley Burks MD. “One of the key changes that will position us well to achieve our strategic goals is a new operating model. This is our first major operating model change in decades and provides us with a modernized and integrated approach to meeting our patients’ needs.

“In addition to our operating model, UNC Health will focus on an enhanced culture, capitalizing on elements of our existing culture that are strong and sustainable, and developing new elements that will provide us with the foundation of how we will work in the future. Everything we do culminates in UNC Health’s unchanged mission: ‘To improve the health and well-being of North Carolinians and others we serve.’”
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UNC Health is moving in a new direction, leaders say, that reflects the hospital system’s aspirations, values and clients’ expectations. The changes will help the organization adopt business and medical practices to become more responsive and customer focused.

“From a practical standpoint, the launch of UNC Health is an identify refresh, something the healthcare system hasn’t implemented in many years,” Chief Communications and Marketing Officer Lisa Schiller said. “This refresh simplifies the system name and gives it a focused opportunity to ensure consistent, universal branding across the full organization.”

The transition includes a new master brand that includes organization’s name, logo and messaging that will continue across the system and affiliates going forward.

“On a deeper level, the transition to UNC Health signifies our commitment to not simply treat patients for sickness, injury and other conditions,” Schiller said, “but to approach each patient with the goal of supporting their health goals during all phases of life.”


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