The New York City Health and Hospitals Corporation will now be known as NYC Health + Hospitals as part of a new brand strategy that unifies its more than 70 patient care locations in the five boroughs and represents a transition to a wellness-focused health care leader that provides essential services to 1.4 million New Yorkers every year. The change is designed to help redefine the largest public health care system in the country as it embarks on an aggressive campaign to attract new patients, expand primary care services in underserved communities, increase membership in its low-cost health insurance plan MetroPlus, and grow revenue to preserve its mission.
“Our mission to care for all, without exception, has not changed. But our promise to New Yorkers has evolved. Our new brand graphics symbolize a true evolution as we transition from a hospital-centric corporation to a health care delivery system focused on providing an exceptional patient experience and building healthy communities,” said NYC Health + Hospitals President Dr. Ram Raju. “Our new logo unifies us, but most importantly, it celebrates our diverse workforce and what our staff does every day to empower New Yorkers to live the healthiest life possible.”
“The Board of Directors unanimously supported this change to turn the page on ‘HHC’ and better represent the goals of new leadership, with an emphasis on health care in communities as opposed to sick care in hospitals. We are very excited about our new brand and how it celebrates our skilled and dedicated workforce,” said NYC Health + Hospitals Board Chair Lilliam Barrios-Paoli.
With the rebranding, New York City’s 11 public hospitals, long-term care centers and dozens of community based health centers will also modify their names and adopt a new logo to identify under the system’s new graphics standards. The abbreviation “HHC” for Health and Hospitals Corporation will be phased out across the system and the word “corporation” will be no longer used.
Facilities in Queens will be known as:
· NYC Health + Hospitals/Elmhurst (formerly HHC Elmhurst Hospital Center)
· NYC Health + Hospitals/Queens (formerly HHC Queens Hospital Center)
The public health system began to introduce the new logo and graphics standards to its 42,000 employees this week with brand celebrations at many of its patient care locations. The implementation of the new brand will be a gradual, multi-year process and a grassroots effort to build employee and community-based brand ambassadors. All the brand graphics were developed in-house.
