Henry Ford Health System Launches New Brand and Outreach Campaign

Henry Ford Health System in Detroit has announced an evolution of its brand, dropping the word “system” to emphasize the word “health” as a measure of symbolizing its partnership with patients, communities, and its workforce.
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Henry Ford Health unveiled its new branding, which dropped the word "system" to emphasize its commitment to its patients, communities, and workforce. // Courtesy of Henry Ford Health
Henry Ford Health unveiled its new branding, which dropped the word “system” to emphasize its commitment to its patients, communities, and workforce. // Courtesy of Henry Ford Health

Henry Ford Health System in Detroit has announced an evolution of its brand, dropping the word “system” to emphasize the word “health” as a measure of symbolizing its partnership with patients, communities, and its workforce.

The evolved brand unites all of Henry Ford Health’s offerings, from primary and preventative care, to complex and specialty services, home health, pharmacy and health care retail, along with its academic mission to advance research and train the next generation of health professionals.

“Given the collective challenges of the past two years, there has never been a more important time for Henry Ford Health to renew our promise to our communities,” says Wright Lassiter III, president and CEO of Henry ford health. “We want every life we touch — whether it’s a member of our team, a patient, member, or a community partner or neighbor — to know that we will be the dynamic partner and relentless advocate they need.”

Along with the new identity, the health system is also unveiling an omnichannel campaign called “I Am Henry.” A storytelling platform, the campaign seeks to empower customers, team members, and community partners to share their personal stories of hope and resiliency, triumph and inspiration, weaving together individual narratives to reinforce the mission and promise of the Henry Ford Health community.

From a pregnant COVID patient who received a lifesaving double-lung transplant, to a nurse practitioner who opened her home to a patient, to a surgeon who performs a rare wrist surgery, “I Am Henry” stories are designed to inspire, unite and empower us in our health care journeys.

The campaign’s 60-second anthem spot will debut during March Madness coverage of the NCAA basketball tournament beginning March 24.

“The COVID-19 pandemic caused all of us to challenge ourselves — to reimagine what health care can and should be for our communities,” says Heather Geisler, executive vice president and chief marketing, communications, and experience officer. “We discovered: We are Henry, and together, every day, we each have a role to play in the health of our community. What we’re unveiling today is the start of a new journey. So much more than a logo or tag line, it’s a public declaration of our brand promise and a powerful way to unify us. We are Henry, and together, every day, we define and redefine what Henry Ford Health is all about.”

The organization’s “new signature” is a tribute to its century-plus legacy, while infusing a bright and bold new look. The system traces its roots to 1915.

As part of the new campaign, the organization’s largest facilities will be upgraded with the new name and logo first, including Henry Ford’s five acute-care hospitals and administrative building, One Ford Place, with others to follow in a phased approach spanning the next several years.

Henry Ford Allegiance, serving Jackson and greater central Michigan, will also assume the Henry Ford Health brand, with the hospital name transitioning to Henry Ford Jackson Hospital. Ambulatory and other Allegiance sites will assume geolocators to make it easier for patients to identify.

Henry Ford Health provides a full continuum of services — from primary and preventative care, to complex and specialty care, health insurance, a full suite of home health offerings, virtual care, pharmacy, eye care, and other health care retail.

It is one of the nation’s leading academic medical centers, recognized for clinical excellence in cancer care, cardiology and cardiovascular surgery, neurology and neurosurgery, orthopedics and sports medicine, and multi-organ transplants.

Consistently ranked among the top five NIH-funded institutions in Michigan, Henry Ford Health engages in more than 2,000 research projects annually. Equally committed to educating the next generation of health professionals, Henry Ford Health trains more than 4,000 medical students, residents and fellows every year across 50-plus accredited programs.

With more than 33,000 valued team members, Henry Ford Health is also among Michigan’s largest and most diverse employers, including nearly 6,000 physicians and researchers from the Henry Ford Medical Group, Henry Ford Physician Network, and Jackson Health Network.

The health system operates 250-plus locations throughout Michigan including five acute care hospitals, two destination facilities for complex cancer and orthopedics and sports medicine care, three behavioral health facilities, primary care, and urgent care centers.

In recent news, DBusiness Daily News, in an exclusive report, detailed how Henry Ford Hospital and its partners plan to invest $4.2 billion to improve and redevelop the neighborhoods around the health care campus. To read the article, visit here.

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