In October 2023, Bellin Gundersen Health System, Inc. filed a trademark application with the United States Patent and Trademark Office for the name Emplify Health. However, it remains unclear if and when the health care organization will implement this new name and logo.
Gundersen Health System was founded in La Crosse by surgeon Adolf Gundersen, who opened a practice in the area in 1891. Over the years, the organization grew to become known as Gundersen Health System, formerly Gundersen Lutheran, Inc. In contrast, Bellin Health traces its roots back to 1907 when Dr. Julius Bellin established a 15-bed hospital from a converted home. The two health organizations merged in late 2022, with discussions about updating the name Bellin Gundersen Health System taking place in the future.
Following their merger in 2022, Gundersen Health System and Bellin Health may be considering a name change. Plans for utilizing the new name Emplify Health still remain uncertain. Despite filing for a trademark application for Emplify Health online records show that both organizations have rich histories that stem from their founders and have evolved over the years. The merging of these two organizations sets the stage for potential changes in branding and naming to reflect their combined commitment to providing quality health care services. CEO Scott Rathgaber has expressed a desire to honor the legacy of both organizations while also establishing a new identity for the newly merged entity.
In conclusion, while it remains unclear if and when Bellin Gundersen Health System will implement its new name Emplify Health, both organizations have rich histories that stem from their founders and have evolved over time. The merger of these two organizations sets the stage for potential changes in branding and naming to reflect their combined commitment to providing quality health care services. CEO Scott Rathgaber has expressed his desire to honor the legacy of both organizations while also establishing a new identity for the newly merged entity.
