University of Iowa Health Care Embarks on a Comprehensive Rebranding Campaign

Revamping of the University of Iowa Health Care Brand

The University of Iowa Health Care is launching a broad rebranding campaign that encompasses the renaming and rebranding of its facilities. This initiative aims to refashion the institution’s identity to better represent its commitment to quality healthcare and its mission to meet state-wide health needs.

Renaming of Medical Facilities

The rebranding campaign includes the renaming of several institutions. The Medical Center will be known as the University of Iowa Hospitals & Clinics. The Mercy Iowa City hospital, which is finalizing its affiliation with UI Health Care, will also be rechristened as the University of Iowa Health Care Medical Center Downtown.

New Logos and Identity

Beyond just renaming, the rebranding campaign extends to the creation of new logos for UI Health Care and its various branches. These include the UI Carver College of Medicine, UI Health Care Stead Family Children's Hospital, and the UI Health Care Holden Comprehensive Cancer Center. This change aims to create a unified and distinctive brand identity for all these institutions under the UI Health Care banner.

Expansion of Clinical Reach

This rebranding forms part of the university's strategic plan to expand its clinical reach across the state and meet the healthcare needs of the population. In line with this, the university is set to undertake significant construction and renovation projects. These include the erection of a billion-dollar inpatient tower on the newly branded medical center site and a $249 million Health Sciences Academic Building nearby. These additions will help the institution to better serve the community and meet the growing demand for healthcare services.

Impact of the Rebranding

Despite the impending changes, Mercy will retain ownership of the Mercy name until the sale is complete, expected in early 2024. In the meantime, Mercy Iowa City patients and employees are not expected to experience any significant changes. The rebranding is more about aligning the healthcare institutions under a common brand identity, amplifying their collective impact in the healthcare sector, and reinforcing their commitment to providing quality care to patients across the state.

Looking Ahead

As UI Health Care embarks on this comprehensive rebranding, its commitment to providing quality healthcare remains the same. Through the renaming and rebranding, the institution seeks to strengthen its place in the healthcare landscape, broaden its reach, and continue to meet the healthcare needs of the population. The rebranding represents a new phase in the journey of UI Health Care, marking its evolution and growth into a more robust and comprehensive healthcare provider.