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St John's Health Brand - Patient and Doctor

Care Without
Compromise.

Brand Evolution

Branding is important. The way we look, communicate, and present our organization helps people understand who we are, how we act, and what we care about. In short, our brand helps us tell our story, and we want to make sure we’re telling the right one.

Why an updated brand?

In 2019, we set out to evolve our brand to better communicate our role in Jackson and the communities we serve. It started with our name: from St. John’s Medical Center to St John’s Health. “Health” speaks to the way we help our community members live their healthiest lives—with a focus on keeping them well, not just treating them when sick. Moving away from “Medical Center” also reflects the way we’ve grown to serve our community’s needs. Today, we’re no longer just a hospital. With national recognition, top talent, a deep connection to our region, and an ever-expanding portfolio of clinical and wellness services, we have more to offer than ever before.

Along with a change to our name, this brand evolution is an opportunity for us to reaffirm what we’ve always stood for: providing our unique community and visitors with exceptional and ever-advancing individualized care. Now, our brand looks, sounds and feels as advanced, attentive, and community-focused as our care is.

What did this process involve?

Our work began with research and discovery, engaging St. John’s Health’s leaders, employees, clinicians, stakeholders, community members, current and prospective patients, and regional providers in focused studies around our organization’s brand. Focus groups, in-depth interviews, and online surveys revealed key insights, gaps, and opportunities that drove and informed the direction of our work.

What other groups have played a role in this effort?

St. John’s Health’s Standards Committee, a team of 12 clinical, support, and frontline staff, conducted internal research via online surveys and one-on-one interviews for the purpose of driving internal messaging. A Brand Leadership Group and Task Force representing our key entities, departments, and service areas was also formed to help govern, weigh in, and oversee this process.

How much did this project cost?

To help reduce and spread out the costs of rebranding, the new brand will be rolled out in phases. Not all elements of the organization will be rebranded at once; new projects will be rebranded as they come up, and previous items will be redesigned as supplies run low. A few highly visible items, including our website, will be updated during our public launch, but one should expect to see both the new and old logos displayed in the community and on campus for at least the next year.

For any questions or comments, please reach out to St. John’s Health’s Marketing and Communications department at 307.739.7495.