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Published on April 25, 2022

HEALTHCARE FINANCE: Arlington's Virginia Hospital Center Rebrands Itself As VHC HealthTM

By Jeff Lagasse, Associate Editor

The system is the latest to rebrand as the healthcare industry shifts to focus more on consumer choice and capturing market share.

Virginia Hospital Medical Center, a community-based hospital system headquartered in Arlington, is kicking off rebranding efforts and will now be known as VHC Health, joining other organizations that have rebranded in an effort to retain or attract new market share.

VHC Health President and CEO Chris Lane said by statement that the new brand "accurately represents the health system's mission and vision for the future."

Along with the new name comes a new tagline, "For you. For life," which Lane said reflects the system's desire to "serve as a health partner for life-long care."

WHAT'S THE IMPACT
The rebrand follows a number of other growth milestones for the health system. Recently, the construction of the new garage was completed, several new physician offices opened, donations given to support continued expansion efforts, and construction for the innovative new Outpatient Pavilion remains on target for opening in early 2023.

Now a 453-bed hospital facility with plans to continue expanding services, VHC touted this growth and said the new brand symbolizes its status as the region's community health system.

The rebranding officially got underway late last week, and all associated facilities are expected to be rebranded by the end of the year.

The new name and logo will be on the VHCHealth.org website, in social platforms, additions to campus internal signs, and featured in new physicians' offices opening throughout the region.

THE LARGER TREND
In 2018, Justin Wartell, managing director of branding consultancy firm Monigle, said the importance of branding is growing in the healthcare space, particularly in an era defined by consumerism and choice.

It's a new world for many providers, who typically haven't had to put much thought into their public image and outreach. But the healthcare industry of old is evaporating, making way for a marketplace that looks more like retail.

That represents a challenge, but also an opportunity, because providers who concoct an appropriate branding strategy are poised to capture a larger share of the market.

The VHC announcement comes on the heels of another rebranding initiative, with Linovia-based Trinity Health Michigan renaming eight hospitals and hundreds of care sites around the state.

Mercy Health and Saint Joseph Mercy Health System, along with their employed medical groups IHA and Mercy Health Physician Partners, will adopt the Trinity Health name and logo. Included in the rebrand are 22 senior living communities, three home health agencies, MercyElite Sports Performance and Probility Physical Therapy.

The system expects the rebranding will enable stronger care coordination and result in less costly duplication, more effective nurse and physician recruitment and enhanced advocacy efforts, along with stronger overall growth and development.

Trinity Health is one of the largest nonprofit, Catholic health systems in the U.S., encompassing roughly 26,000 physicians and clinicians across 25 states, as well as about 115,000 other personnel.