In October 2023, Bellin Gundersen Health System, Inc. filed a trademark application for the name Emplify Health with the United States Patent and Trademark Office. It is unclear if or when the health care organization plans to use this new name and logo.
Gundersen Health System traces its roots back to 1891 when surgeon Adolf Gundersen opened a practice in La Crosse. Over the years, the organization grew to form Gundersen Lutheran, Inc. in 1995, eventually becoming known as Gundersen Health System in 2013. Bellin Health, on the other hand, dates back to 1907 when Dr. Julius Bellin transformed his Green Bay home into a hospital.
The two health organizations completed their merger in late 2022, with Gundersen Health System CEO Scott Rathgaber indicating that the name Bellin Gundersen Health System could be updated in the future. He mentioned the intention to maintain the legacy names that people trust while exploring ways to bring them together to honor the past and the new commitment of the combined organizations.
In recent years, there has been growing interest in mergers between smaller healthcare providers as they struggle to compete with larger systems that dominate their markets. However, such mergers often face opposition from patients and communities who fear losing local control over their healthcare providers.
Gundersen Health System and Bellin Health may be changing their names as part of an effort to integrate their operations and establish a new identity for themselves as a united entity. The two organizations have already merged their operations under one roof, but changing their names could help solidify this transition and create a sense of continuity between them.
It remains to be seen what direction Bellin Gundersen Health System will take with its new name and logo. However, it is clear that this change reflects a significant shift in healthcare landscape and highlights how smaller providers must adapt or risk being left behind by larger systems that are increasingly dominating
