In October 2023, Bellin Gundersen Health System, Inc. filed a trademark application for the name Emplify Health. It remains unclear when or if the health care organization will use this new name and logo. The merger between Gundersen Health System and Bellin Health was finalized in late 2022, and Gundersen CEO Scott Rathgaber mentioned at the time 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. As they continue to navigate the merger process, the future of the organization’s name and branding remains uncertain.
Gundersen was established by surgeon Adolf Gundersen in 1891 in La Crosse, Wisconsin. Over time, his practice evolved into Gundersen Lutheran, Inc., before later becoming known as Gundersen Health System in 2013. Similarly, Bellin Health dates back to 1907 when Dr. Julius Bellin converted his Green Bay home into a 15-bed hospital. Both organizations have historical significance as they were named after their founders who founded major health organizations in Wisconsin.
The merger between these two organizations has brought together two highly respected healthcare providers with a shared commitment to delivering exceptional care to patients across Northern Wisconsin and Upper Michigan. The future of the organization’s name and branding is yet to be determined as they continue to work through this exciting new chapter in their history together.