North Shore-LIJ realized it needed a new name that was rich enough to represent the breadth of its portfolio and communicate the full value that the health system offers to its communities. InterbrandHealth came on board to bring North Shore-LIJ’s broader vision to life.
Derived from the names of two hospitals that merged almost 20 years ago, the North Shore-LIJ name became outdated, limited in reach, and restrictive in scale. Representing only one of the many communities that North Shore-LIJ serves, the name made it difficult for the health system to communicate its expansion strategies.
InterbrandHealth conducted management interviews with physicians, hospital directors, and other key influencers at North Shore-LIJ. The interviews shed light on organizational challenges, past naming experiences, and linguistic difficulties such as mispronunciation and length.
After gathering interview insights and exploring North Shore-LIJ’s competition, our team developed a brief that guided us in creating hundreds of name candidates. We advanced roughly one third of the names into pre-screening trademark research, linguistic analysis, and in-depth legal review.
The name chosen was Northwell Health. It expresses the health system’s daily goals of pointing “true north,” reaching the highest peaks, and embodying the health system’s vitality and passion for empowering people to live well.
Changing the name to Northwell Health generated excitement and created a foundation which will help the health system strengthen its identity and revitalize its brand. Officially launched in January 2016, the new name has already sparked new conversations about Northwell Health as an expanding health system that defines new standards, builds partnerships, and leads the future of health care.