Bigger, Better, or Both? Building a Brand-in-Demand Through Mergers and Strategic Partnerships


Health systems are increasingly expanding their reach into new geographies through partnerships of all sizes in order to serve new communities and deliver the full care continuum. This can help win patients across the entire spectrum — but the challenge lies in becoming more than just a bigger, hyphenated version of yourself. Two New Jersey organizations, Hackensack University Health Network and Meridian Health, faced this in their comprehensive merger. How would this newly consolidated brand convey the benefit of the merger and deliver a new level of care? Learn valuable lessons for branding and marketing success in health care’s merger-heavy market.


  • James Blazar, Executive Vice President and Chief Strategy Officer, Hackensack Meridian Health
  • Patti Winegar, Managing Partner, SPM Marketing & Communications

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