Healthcare Merger Leaves Future of Iconic Gundersen and Bellin Names Unclear
In October 2023, Bellin Gundersen Health System, Inc. filed a trademark application for the name Emplify Health. The health care organization may use this new name and logo in the future, but it is unclear when or if they will do so.
Both Gundersen and Bellin have historical significance as they were founded by doctors who named their health organizations after themselves. Gundersen was established by surgeon Adolf Gundersen, who founded a practice in La Crosse in 1891. Over time, his practice evolved into Gundersen Lutheran, Inc. in 1995, before becoming known as Gundersen Health System in 2013. 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. At the time, Gundersen CEO Scott Rathgaber mentioned that the name Bellin Gundersen Health System could be subject to change in the future. He expressed a desire to honor the legacy names that people have come to trust while also acknowledging the new collaboration and commitment between the two organizations. The future of the organization’s name and branding remains to be seen as they continue to navigate the merger process.
In conclusion, following the merger between Gundersen Health System and Bellin Health, there may be a name change on the horizon for this healthcare organization with historical significance names that are associated with doctors who founded them over a century ago
