Northwell Health Case Study

The purpose of the rebranding was to effectively expand the organization's operations outside of the New York state area. As the organization has a historical name that is associated with the area that it inhabits it was necessary to alter the name. Such an alteration will allow the organization to transcend the tristate area with hopes of successfully expanding nationwide. According to Ramon Soto, Northwell’s Chief Marketing Officer, in order to be successful “we (the organization) need to build the right level of brand association with our old name—showing that North Shore–LIJ is now Northwell Health.” By doing so, the organization can potentially avoid the risk that you have alluded to; losing longstanding consumers.