Partners HealthCare announces rebrand along with 5-year strategic plan

Partners HealthCare System—which is Massachusetts' largest health system—will be now known as Mass General Brigham.

As part of a rebrand announced Nov. 27, officials said they were seeking to more closely align the system with the brands of its "world-renowned academic medical centers": Massachusetts General Hospital and Brigham and Women’s Hospital.

Announcing the move in a letter to the health system's 75,000 employees and posting the announcement online, officials said they based the change on feedback from patients and employees as well as extensive market research. The rebrand was announced with a new five-year strategic plan.

"The Partners HealthCare name has served our organization well for 25 years and has helped us to become the strong system that we are today, but we are moving forward to rebrand to better articulate what we offer patients and more closely reflect the vision for our system,” said Anne Klibanski, M.D., president and CEO of Partners HealthCare. 

RELATED: Partners HealthCare ends bid for Care New England health system

The five-year plan is focused on five strategic themes. Those include:

  • Reinforcing the health system to patients as the "go-to" place for care while developing "centers of excellence." 
  • Consolidating and expanding the health system's national and international impact.
  • Building on the health system's track record for innovations in diagnostics, therapeutics, devices and data analytics for leading patient care and impact on the health of the communities we serve.
  • Focusing on a value-based model that delivers affordable primary care, secondary care and behavioral health care. 
  • Addressing community health issues. 

Partners serves more than 1.5 million patients and receives nearly $2 billion in research funding annually. Earlier this year, the health system's potential deal to acquire Care New England—Rhode Island's second-largest health system—was put on ice. That came less than a year after Partners also tabled merger discussions with Harvard Pilgrim Health Care.

“The overall aim of our strategy and new name is to create the premier integrated health care system of the future, built on the strong reputations of our academic medical centers,” Klibanski said. “We will increasingly work as a single health care system that delivers excellence across the full spectrum of health care and is enabled by the strength of research, innovation, new technologies, our valued employees and work we do in communities—work that will impact health worldwide.”