St. Francis Hospital ‘rebrands,’ Healthcare reflects mission, system


WILMINGTON – After 80 years of service in Wilmington, St. Francis Hospital will change its name and introduce a new identity Tuesday, when it becomes Saint Francis Healthcare, it announced April 30.

The change in brand identity, which reflects the system’s integrated healthcare, includes not only the name, but a new logo and tagline – “We specialize in you.” Saint Francis Healthcare also has trademarked the term “Care-ology” to describe its approach.

St. Francis has an 80-year legacy in Wilmington as a hospital, “but now we are more than just a hospital in downtown Wilmington,” Julie A. Hester, president and CEO, said in a statement. “We have grown to become an integrated healthcare system with a single-minded focus on meeting patient needs in a compassionate, caring way. Our new brand identity has been designed to reflect this message.”

Hester said St. Francis’ expansion of services includes a program of all-inclusive elderly care on the Wilmington riverfront; an expansion of St. Francis Home Care; an expansion of the family practice, women’s health and surgical networks; renovations to the Franciscan Care Center; and increased services from the St. Clare Van.

Jenifer Harris, director of marketing, said the new branding began after an external study conducted in 2010.