In October 2023, Bellin Gundersen Health System, Inc. filed a trademark application for the name Emplify Health. The health care organization is considering a name change as they continue to navigate the merger process. The future of their name and branding remains uncertain as they strive to honor the legacy names of Gundersen and Bellin while also acknowledging their new collaboration and commitment to providing quality care.
Both Gundersen and Bellin have significant historical meaning, as they were named after the doctors who founded the Wisconsin health organizations. Gundersen was established by surgeon Adolf Gundersen in 1891, who founded a practice in La Crosse. Over time, his practice evolved into Gundersen Lutheran, Inc. in 1995, before becoming known as Gundersen Health System in 2013.
On the other hand, Bellin Health dates back to 1907 when Dr. Julius Bellin converted his Green Bay home into a 15-bed hospital. The merger between these two organizations was finalized in late 2022, and at that time, Gundersen CEO Scott Rathgaber expressed his desire to honor the legacy names that people have come to trust while also acknowledging the new collaboration and commitment between the two organizations.
As they continue to navigate this merger process, it remains unclear when or if Bellin Gundersen Health System will use this new name and logo. However, one thing is certain – this health care organization remains committed to providing quality care and honoring its legacy names while embracing its new chapter with Bellin Health System.
