st. peters health partners system design 2011-06-02

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Merger Q&AsSpec ial System Identity Issue

June 2, 2011

Questions & Answers

System Identity and Brand Development

What is the new na me for the new health system that will be c rea ted b y the me rger of

Northeast Health, St. Peter’s Health Care Services and Seton Health?

The new hea lth system w ill be c a lled “ St. Peter’ s Hea lth Pa rtne rs.” The name and overa ll

b rand ing for the ne w system wa s app roved by the g overning boa rds of a ll three

orga nizat ions la te last m onth.

How was the name de veloped ?The proc ess used to determine the System Ide ntity wa s very intensive. The sta ted goa l of

the p roc ess wa s to “ p resent the b oa rds of the orga niza tions with a resea rc h-ba sed

rec om mend a tion that w as fac t-based , ma rket driven and non-emo tiona l.”

Last sp ring w e reta ined Brand Equity, a c onsulting firm from Boston tha t spec ializes in

c orpo ra te b rand ing , and Hea lthStrea m Resea rc h, a C olumb ia, MA firm tha t spec ializes in

resea rc h for the hea lth c are industry, to guide us through the p roc ess.

The p roc ess beg an w ith “ Qua litative Resea rc h,” o r ind ividua l interview s with mo re than

75 key peop le w ithin the three orga niza tions including Boa rd and Found ation lea dership,

c orporate ma nag em ent, staff, and physic ians. Many c om munity lea ders from the

Ca p ita l Reg ion were a lso interviewed .

The p roc ess then e ntered the “ Qua ntitative Resea rc h” phase w here c onsume rs and

physicians in the reg ion respond ed to an extensive ma rket survey. Mo re tha n 1,200

residents of Alba ny, Rensselae r, Columb ia, Greene , Sc hene c tady and northern and

southern Sa rato ga c ounties pa rtic ipa ted in the telephone survey. Data ob tained from

the surveys wa s seg me nted by servic e a rea and b y co unty.

1 Spec ial System Identity Issue June 2, 2011



The surveys loo ked a t va rious me ans of me asuring a hosp ita l’ s “ b rand eq uity” or streng th.

These fa c tors inc luded : top-of-mind awa reness, ima ge a nd rep uta tion, hosp ita l prefe rred

mo st overa ll, hosp ital last used , and the overa ll rating for the ho sp ital an ind ividua l last

used (loya lty). The surveys a lso loo ked a t image a nd rep uta tion fo r The Eddy.

What were the results of the resea rch?

Results show ed tha t the “ St. Pete r’ s” name wa s the mo st p ow erful and rec og nizab le

hea lth c a re b rand in the reg ion. The resea rc h a lso show ed tha t the St. Pete r’ s name is

respec ted for qua lity and c om passionate c are. These a ttributes a re sha red by all three

system s tod ay and will be key a ttributes of the new system .

Othe r ca re sites in the new orga niza tion a lso show ed signific ant streng th a mo ng

c onsumers in the reg ion inc luding Sunnyview Rehab ilitat ion Hosp ital and The Eddy.

Sama ritan, Alba ny Me mo ria l and St. Ma ry’s hosp itals a lso have strong loya lty a mo ng

patients within the ir p rima ry service a rea s.

Othe r key findings we re:

St. Pete r’s is ve ry strong throug hout the six-county reg ion. St. Peter’s ha s the highest

ra ting for ima ge a nd rep uta tion, is the m ost p refe rred and mo st used fac ility in the

reg ion, and has the highe st past pa tient experience ratings.

The Eddy sen ior services, Sunnyview Reha b ilita tion Hosp ita l, St. Pete r’s Hosp ita l and

St. Pete r’ s Hea lth Ca re Servic es we re a ll ra ted amo ng the top five he a lth c a re

orga niza tions in the reg ion for ove ra ll image and rep uta tion.

In add ition to sc oring highe st in clinic a l qua lity, St. Peter’ s wa s a leader in the

reg ion in p referenc e fo r c ertain servic e lines within the hosp ita l inc lud ing c anc er

trea tment, w om en’ s hea lth c are, c ardiac servic es and orthopedic servic es.

In b oth the qualitative and qua ntitative resea rc h a ttitudes tow ards the m erger

were very positive.

How w as the rest of the na me de termined?

To c om p lete the new na me and be tter desc ribe the new system , two o ther words we re

added – “ hea lth” and “ pa rtners.” The mea ning of these wo rds in the na me is significa nt:

Health rep resents a system designed to p rovide qua lity, comp assiona te c are

ac ross the spec trum, from the b eg inning o f life through a dult med ic a l and senior

servic es; and

Partners rep resents the three organiza tions as we ll as future p a rtne rships with

provide rs, pa yers, physicians, the c om munity, and mo st important ly, the p a tients

and residents tha t w e serve.

Also in the new c orpo ra te identific a tion system , one new log o d esign will rep lac e tho se

c urrently used by the merg ing organiza tions. The symb ol fea tures the out line o f three

intersec ting and op en e lem ents – rep resenting the three me rg ing orga niza tions – tha t

join togethe r to c rea te a shield . The three shapes intertwine in the midd le. The new

symbol ap pe ars in a ric h, dee p red .





Will the individua l orga nizations keep their name s?

Yes, the na me s of a ll four ac ute c a re hosp itals in the new system – St. Peter’ s, AlbanyMemo rial, Sama ritan and St. Ma ry’s, as well as Sunnyview Rehab ilitation Hosp ital – will be

reta ined as pa rt of the new b rand .

The Eddy, Community Hosp ice , and the system ’s five c haritab le founda tions will bec om e

strong “ sub -brand s” within the new system .

Will the new c omp any b e Catholic?

This new c om pany will be a me mb er of Ca tholic Hea lth East, the c urrent p arent

c orpora tion o f St. Peter's Hea lth Ca re Service s, and will ab ide by the Ethic a l and Religious

Direc tives of the Ca tholic Church. How eve r, the ne w c om pany, St. Pete r’ s Hea lth

Partners, will not b e a Ca tholic entity. Organiza tions tha t a re c urrently pa rt o f St. Peter’s

Hea lth Ca re Service s and Seton Hea lth will reta in their Ca tho lic identities. Orga niza tionscurrently affiliated with Northeast Health will remain secular.

When will we b eg in to use the new name?

The new ide ntity will not b e a dop ted until the new c orporation is formed and the merge r

is fina lized in late summer.

Although an a c tua l “ roll-out” of the ne w b rand w ill likely oc c ur in ea rly 2012, c ertain pa rts

of the new organization m ay b eg in using the new na me and grap hic system on the first

da y of operation.

Full imp lem enta tion will inco rporate the new na me on signage , advertising, c orpo ra te

we bsite, sta tione ry, em p loyee s’ badges, fac ility signs, vehic les, pub lic a tions, b ills, forms,c hec ks, etc . – everywhe re tha t Northeast Hea lth, St. Peter’s Hea lth Ca re Services and

Seto n Health a re being used . Like the system design, full imp lem enta tion o f the new

brand w ill take two to three yea rs.

The names of all four ac ute c are hospita ls in

the new system – St. Peter’s, Albany Memorial,

Samaritan and St. Mary’s, as we ll as Sunnyview

Reha bilitation Hospital – will be retained aspart of the new system identity. The log o for

each of the hospitals will link the institutions

with the nam e of the new system a nd the new

symbol.




Pictured above is an exam ple o f how signs ma y app ear at hospitals that are pa rtof St. Peter’s Health Care Partners.

The ac tual shape a nd size o f signag e will be de termined

as part of the Brand Implementa tion Plan.



Certain other entities that are key pa rts of the merged o rganization, inc luding The

Eddy, a rec ognized and highly regarded name in senior services; Community

Hospic e; and the system’s five charitab le founda tions, will becom e strong “ sub-brands” of the new system. Above is an exam ple of The Edd y logo.

Residential and skilled nursing fac ilities that are part of St. Peter’s Hea lth Partners

will be identified b y signag e similar to those above.

Long -term care c ampuses, part of The Eddy , that have multiple fac ilities, wouldbe identified by signs similar to that above.


st. peters health partners system design 2011-06-02

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