http://www.fiercehealthcare.com/healthcare/cmo-journey-to-one-ascension-and-a-new-national-brand?utm_medium=nl&utm_source=internal&mrkid=959610&mkt_tok=eyJpIjoiWVRRd016UTRNRGRoTlRoaCIsInQiOiJIQXpOMU5UWmFUeUNUckNBRDZLYTMxemRZWU5yUzR0UW1sMXdzN1JDU3paN3F6MCtSb25sT3NIcERnN2J5SitRaTliV2RlMjlXckJJOXZITldQK1wvaWc1NGRiY1lkblJqWUlQTHY2dTZ3a289In0%3D

Ascension’s ambitious strategy to rebrand and rename all its hospitals across 24 states and the District of Columbia is just in the beginning stages. But the goal–to make the Ascension name nationally known–will be worth it no matter how long it takes, says the system’s chief marketing officer.

The rebranding strategy rolled out in September beginning with the non-profit health system’s two largest markets, Michigan and Wisconsin. The marketing campaign features television ads, direct mail and online marketing.

Although the health system is one of the largest in the nation–and the world’s largest Catholic health system––most of its hospitals operated independently from one another. Until now, Nick Ragone, senior vice president and chief marketing and communication officer tells Medical Marketing & Media