Milwaukee, Wis. (August 30, 2010) — To reflect the organization’s growth and more clearly link its members, Froedtert & Community Health has adopted a new name and brand strategy.

The new name, Froedtert Health, is shorter, easier for consumers to remember and connotes collaboration and cooperation among the members. Froedtert Health includes Community Memorial Hospital in Menomonee Falls, Froedtert Hospital in Wauwatosa, St. Joseph’s Hospital in West Bend, and West Bend Clinic. Under the new brand strategy, West Bend Clinic and all Froedtert Health community-based physician practices will use the name Froedtert Health Medical Group.

The academic medical center brand, Froedtert & The Medical College of Wisconsin, which represents the longstanding relationship between Froedtert Hospital and The Medical College, remains unchanged.

“Repositioning our identity as Froedtert Health for our community-based hospitals and clinics conveys the collaboration among our members as we become more clinically integrated and supports our growth plans by affording flexibility as we add partners and relationships,” said William Petasnick, president and chief executive officer of Froedtert Health.

Recognizing the connection patients feel with their community hospital or clinic, the individual names of each member are incorporated into the new brand design. The new logomark retains the blue of the former brand, adding gold to represent Froedtert Health as the gold standard in care; a white arc bridges the two columns, symbolizing the connection between the community and academic members.

The new name and brand are effective immediately, but building signs, printed matter and other materials will be replaced over time to implement the change in a cost-effective manner.

Froedtert Health is a regional health organization made up of Froedtert Hospital, Milwaukee; Community Memorial Hospital, Menomonee Falls; St. Joseph’s Hospital, West Bend; and Froedtert Health Medical Group. Joining the capabilities of an academic medical center affiliated with The Medical College of Wisconsin, two community hospitals and a primary and multi-specialty physician group, Froedtert Health delivers highly coordinated, cost-effective health care to residents of southeastern Wisconsin and beyond. In fiscal 2010, combined adult patient admissions for the three hospitals exceeded 44,000. For more information, visit froedterthealth.org.

Last Review Date: Aug. 30, 2010