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Holyoke Medical Center begins widespread rebranding efforts

Date: 11/7/2014

HOLYOKE – In television ads, on billboards, in newspapers and on the Internet, Holyoke Medical Center is unveiling a vibrant new logo and a tagline that focuses on the patient experience.

The system-wide branding identity “Experience the New Standard in Patient Care” features Holyoke Medical Center doctors, nurses, technicians and patients in ads that put the accent on the high level of care that is part of the Holyoke Medical Center culture.

Holyoke Medical Center affiliates River Valley Counseling Center, Holyoke VNA & Hospice Life Care and Western Mass Physician Associates will all carry the new logo as members of the parent company Valley Health Systems.

“Our new brand identity communicates a core strength of Holyoke Medical Center: our ability to deliver personal service and compassionate care,” President and CEO Spiros Hatiras said. “From Holyoke Medical Center’s award-winning Birthing Center to our new Diabetes Center, we are truly setting a new standard in patient care. Our physicians and staff treat our patients as if they were their own family members.”

The centerpiece of the campaign features TV spots that have patients and nurses telling powerful real-life stories about the medical center's life-saving care and compassionate treatment.

Personal letters and surveys show that patients choose Holyoke Medical Center for its excellent service, highly-trained physicians and the high degree of personal care they find unique to our medical center.

“Over and over again I hear from patients who can't believe the way our staff go out of their way to help them heal,” Hatiras said. “We have a culture here at Holyoke Medical Center based on compassion, empathy and respect for our patients and their families. That culture is the heart of our brand, and it's a powerful one.

“It was important for us to incorporate our outstanding staff and satisfied patients into each element of our branding campaign. Our experienced and compassionate staff is the backbone of the success of Holyoke Medical Center," he continued.