In a Nov. 27 message to employees, Partners HealthCare President and CEO Anne Klibanski, MD, announced plans for rebranding the health care system as Mass General Brigham.

“Our patients are at the center of all we do. The overall aim of our strategy and new name is to create the premier integrated health care system of the future, built on the strong reputations of our academic medical centers,” Klibanski said. “We will increasingly work as a single health care system that delivers excellence across the full spectrum of health care and is enabled by the strength of research, innovation, new technologies, our valued employees and work we do in communities — work that will impact health worldwide.”

Mass General Brigham will begin the work to transition to the system’s new name.

The initial rebranding efforts began a year ago with a goal to strengthen regional, national and international recognition for the ongoing work of the health care system. On Nov. 26, after careful consideration, the system’s board of trustees voted unanimously to approve changing the name to one that more closely aligns with the system’s world-renowned academic medical centers: Massachusetts General Hospital and Brigham and Women’s Hospital, two of the strongest and most trusted health care brands.

“The Partners HealthCare name has served our organization well for 25 years and has helped us to become the strong system that we are today, but we are moving forward to rebrand to better articulate what we offer patients and more closely reflect the vision for our system,” Klibanski said. “Introducing our new name and implementing our strategy will require careful planning and collaboration. Our next step is to actively engage in a thoughtful process for how we best invest our dollars, always keeping patients and clinical care as our top priorities.”

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4 Responses to “Partners Unveils New Name: Mass General Brigham”

  1. Debra Kruk

    Will we now be answering the phones “Mass General Brigham Healthcare”?

    • BWH Strategic Communication

      Thank you for your question, Debra. Because each department and practice has a unique approach to greeting callers, we recommend that you speak with your manager to determine what is appropriate at your site.

    • BWH Strategic Communication

      Thank you for your question, Scott. At this time, there are no immediate plans for new badges. More information will be forthcoming as the work around implementation of the new name is further defined.


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