Becker's Healthcare November 13, 2024
Birmingham, Ala.-based UAB St. Vincent’s never considered dropping either of the two historic names for its rebrand, a marketing leader told Becker’s.
UAB St. Vincent’s is the new name for the five-hospital system that Birmingham-based UAB Medicine acquired Nov. 1 from St. Louis-based Ascension. The deal, which creates a combined $8 billion health system, was valued at $450 million.
“Our desire was always to cobrand the name for the acquired sites,” said Adrienne Steading, assistant vice president of marketing for UAB Medicine. “St. Vincent’s has a 125-year history in our market, and we wanted to be sure we were leaning into the trust the community has with St. Vincent’s.”
The rebranding process will take about a year and encompass physical...
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