A Giant Transformation: The Fits, Starts, and Successes of the Northwell Health Rebrand (Advanced)

Imagine for a moment the sheer scale of a rebranding effort that includes 26 hospitals, more than 400 clinics and physician practices, and more than 2,000 employed doctors. Add in a huge innovation and research operation spinning off clinical solutions and new business ideas. Sprinkle on a relationship with a medical school and a nursing school redefining the curriculum for how care providers are trained. Now, try to rebrand the entire thing under a single name and big idea. This was the challenge at North Shore-LIJ, which relaunched in 2016 as Northwell Health.