Middlesex Rebrands
MIDDLETOWN — In an effort to help the community better understand the many programs and services it can provide, Middlesex Hospital is introducing a new brand that includes a new brand name and a more modern logo. A more user-friendly website will soon follow.
Beginning today, the organization will collectively be known as Middlesex Health.
Middlesex is rebranding because it has become more than just a hospital. It has grown to include many services located outside the walls of Middlesex Hospital in Middletown. It has a network of primary care physicians, three urgent care centers and five physical medicine and rehabilitation offices—all located throughout Middlesex County. It also offers homecare and assisted living and operates two full-service cancer center locations—one in Middletown and one in Westbrook. The list goes on!
“We care deeply about our patients and the communities we serve, and we’ve evolved and expanded for their benefit,” says Middlesex Health President and CEO Vincent G. Capece, Jr. “Over the years, we’ve become a more comprehensive health partner, and our new brand reflects this. It symbolizes our incredible growth.”
Under its new brand name, Middlesex Health will continue to be a strong, independent health system that puts its patients first, and it remains committed to the communities it cares so much about. It will still provide the same high quality, compassionate care and personalized service that many have come to expect, and it will continue to collaborate with Mayo Clinic as a member of the Mayo Clinic Care Network. Additionally, Middlesex Health will remain a member of the Value Care Alliance.
A brand change of this magnitude does not happen overnight. While Middlesex staff has worked hard to prepare for this day, the transition to the new brand will take months to fully complete. Beginning today, you will start to see the new brand name and logo on Middlesex signs and other materials, including staff uniforms and informational brochures. Middlesex also has a new TV commercial, and its new website is coming soon. Please be patient as Middlesex continues to transition to its new brand.
“Our patients are always our top priority,” Capece says. “We strive to always be your first choice for health care, and we are ultimately rebranding for you. We want you to better understand who we are and what we do.”
