Encompass Health Launches Complete Rebranding Effort
February 06 2018 - 11:58AM
Encompass Health Corporation (NYSE:EHC), formerly known as
HealthSouth Corporation, is celebrating the launch of its new
brand, developed in partnership with global
consultancy Prophet.
The company, which is the nation’s leading owner and operator of
inpatient rehabilitation hospitals and a leader in home-based care,
changed its corporate name, effective January 1, 2018. Its 127
hospitals and 237 home health and hospice locations will begin
transitioning to the Encompass Health name on April 1, with local
migrations across its 36 states and Puerto Rico continuing
throughout 2018. The rollout is expected to be fully completed by
the first quarter of 2019.
To develop the new brand, the company partnered with Prophet to
conduct intensive research among patients, employees, healthcare
providers and investors. Research showed that many stakeholders
were not aware that HealthSouth had evolved its business strategy
to deliver both inpatient and home-based post-acute care and did
not understand the benefits of its integrated solutions. Based on
these insights, the new identity grew out of the strengths and
heritage of both business segments and communicated the unified
company’s commitment to delivering high-quality, cost-effective
care across the post-acute continuum.
“As Encompass Health, we’re honoring the legacy of our
foundational businesses, while continuing to advance our leadership
in the changing landscape of post-acute care,” says Encompass
Health President and Chief Executive Officer Mark Tarr. “Throughout
this process, we worked closely with Prophet to define a brand
strategy that would improve awareness of our business strategy and
the value proposition for each of our business segments.”
In addition to rebranding as Encompass Health, the company
worked with Prophet on a number of efforts to prepare for brand
launch, including defining the company purpose and values;
incorporating the new visual and verbal identity into the company’s
content; and developing and implementing a comprehensive
stakeholder engagement program.
“The move to rebrand in support of our company’s strategy was an
important business decision, due to the level of investment and
preparation,” says Casey Lassiter, Encompass Health’s Director of
External Communications. “Prophet partnered with us at each step of
the way to define and execute a thoughtful brand activation
plan.”
Encompass Health will be rolling out the new brand across
several phases. “The strength of Encompass Health’s business
provides the flexibility to introduce the brand more deliberately,
engaging all 35,000-plus employees to help build this new brand
together,” says Paul Schrimpf, Prophet Partner and healthcare
practice lead. The transition to Encompass Health branding across
its hospitals and home health and hospice locations is scheduled to
be completed by the first quarter of 2019.
More information about Prophet’s work with Encompass can be
found at: www.prophet.com/impact/projects/encompass-health
About ProphetProphet is a consultancy that
helps clients find better ways to grow by focusing on three
important areas: creating relevant brand and customer experiences,
driving accelerated growth strategies and leveraging digital as a
transformative force in their business. We operate differently than
other consultancies, blending insight, strategy and creativity with
an optimistic yet pragmatic approach. We have partnered with some
of the world’s most successful companies, including Electrolux,
T-Mobile, UBS, Gatorade and GE. With nine global offices and more
than 350 experts in marketing, innovation, digital and design, we
are able to bring together the right people with the right
experience to solve our clients’ business challenges.
About Encompass Health As a national leader in
post-acute care, Encompass Health (NYSE:EHC) offers both
facility-based and home-based patient care through its network of
inpatient rehabilitation hospitals, home health agencies and
hospice agencies. With a national footprint that spans 127
hospitals and 237 home health & hospice locations in 36 states
and Puerto Rico, the Company is committed to delivering
high-quality, cost-effective care across the post-acute continuum.
Driven by a set of shared values, Encompass Health is the result of
the union between HealthSouth Corporation and Encompass Home Health
& Hospice, and is ranked as one of Fortune’s 100 Best Companies
to Work For, as well as Modern Healthcare’s Best Places to Work.
For more information, visit encompasshealth.com, or follow us on
Twitter and Facebook.
Media Contact: Julia Dennison |
917.597.8805jdennison@prophet.com
A photo accompanying this announcement is available at
http://www.globenewswire.com/NewsRoom/AttachmentNg/14ee207e-2572-421e-bf80-95246eb332d3
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