Grey Bruce Health Services has rebranded itself as Brightshores Health System.
Chief Operating Officer Rebecca Cummings says, the health system wanted a, “Positive and exciting new image because our future is very bright.”
A release from the health system says all Brightshores facilities and services will immediately begin adopting the new brand, which will take time to complete. They say the transition will not affect any healthcare services at Brightshores.
Cummings explains, “We have taken a responsible and conservative approach to our rebranding and costs are well within our budget without the need to consider restraint on any hiring or other impacts.”
She says, “There is no additional cost to a name change vs a logo change. We have kept our colour scheme the same to limit the need for change on many of our materials.” Cummings notes, many changes being made are electronic with minimal or no cost.
Cummings says, “We are moving to the term ‘health system,’ because we are more than hospitals. We are going to have our wellness and recovery centre for mental health and addictions which really isn’t a hospital, per se, and we have a large mental health outreach program. There’s a lot beyond hospitals.”
Cummings says the health system has grown significantly over the last few years, increasing its employee base by 23 per cent.
She highlights new services on the way, including the launch of a second MRI machine in Owen Sound, the new CT scanner in Southampton, the new cataract suite in Meaford, the new hospital in Markdale, (opening September 24th) and the wellness and treatment centre that’s being developed in Owen Sound, which the health system says is “built on a framework unique to Canada that will help individuals across the Grey Bruce region.”
“We really want to make sure we’re recognized as the large health system that we are,” says Cummings, adding “It makes a difference in our discussions at the provincial table when we are recognized for all that we do across a broad geographic area with more than just acute hospitals. There are many services that we provide.”
Cummings says Grey Bruce Health Services has had the same branding since it amalgamated in 1998.
“We were looking at our image and certainly our logo at a minimum, it was time for a refresh and an update. It’s not an inclusive representation of the people we serve… it’s a very traditional nuclear family. We wanted to have a more updated and inclusive image.”
She adds, “We wanted to get away from ‘Grey Bruce,’ there’s a lot of confusion about South Bruce Grey (Health Centre) versus Grey Bruce (Health Services) versus Grey Bruce Public Health, so we decided that we needed to distinguish ourselves.”
Cummings says “There’s a lot of positivist of what is happening in our organization related to upgrading equipment, upgrading our physical structures and so updating our image is part of that. It’s an opportunity to bring attention to our organization, positive attention which will only help with recruitment.”
Cummings says Brightshores has also launched a research and innovation office that will focus on research in rural health care. “They have started their work. It’s early days there’s a ton of external interest which means more opportunity for the hospital to have funding and to be involved in some very exciting research work,” says Cummings. She says that research covers a variety of things, explaining , “Beyond clinical trials they’re also looking at technologies.”
She notes, that office will make its introduction to the community in the coming months.