MGB brand is slowly being integrated at hospital

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Martha's Vineyard Hospital is slowly integrating the Mass General Brigham brand. -MVT File

Islanders will continue to see more integration of the Massachusetts General Brigham (MGB) brand at Martha’s Vineyard Hospital, but Denise Schepici, CEO and president of the Island hospital, told The Times patient care won’t change.

Schepici said the brand changes have been slowly implemented over the past two years at the hospital, but signs outside the building aren’t likely to be adjusted until sometime in the spring, because they must go through the local planning process. She added that the rebranding wasn’t done all at once because of the costs involved in changing everything from signs to business cards and stationery to staff clothing.

A recent Boston Globe story focused on some of the ego-driven drama over the rebranding between staff at Massachusetts General and Brigham & Women’s hospitals — two powerhouses on the Boston healthcare landscape. “Multiple physicians at MGB, who spoke on the condition of anonymity, said the uncertainty and change are causing anxiety for some, who feel disconnected from decisions made at the corporate level,” the Globe reported. “Yet many agreed that the system has to evolve to become more efficient and accessible for patients.”

Schepici said there has not been that kind of drama among staff at Martha’s Vineyard Hospital. “Not at all,” she said. “We’ve seen the benefits of being part of the system, and are proud of being part of the system.” The unified branding shows “we’re one part of an integrated health system,” she added.

Schepici, who was a longtime employee of Partners Healthcare before being hired as the Martha’s Vineyard Hospital CEO, said she still finds herself slipping and referring to Partners, but said the MGB brand is ultimately better for the hospital and its patients, because it’s more intuitive.

“People had a hard time understanding what Partners was,” she said. “Hence the new name. Really, by elevating those names, it recommits everyone to this one collective purpose.”

On Nantucket, a new logo incorporating MGB with the Cottage Hospital was introduced to staff last week with mixed reactions, according to the Nantucket Current.

In an email to The Times Monday, Claire Seguin, chief operating officer and chief nurse at MVH, said an unveiling of the new logo at Martha’s Vineyard Hospital has been delayed at least until the spring.

Ultimately, Schepici said, the Island hospital’s affiliation with all of the hospitals that make up MGB makes it better for patients. Each day, Seguin is on a call with others in the system to determine things like bed capacity and other issues. The parent company is also helpful in providing assistance with core services like radiology and pathology.

Sometimes Island patients can be directed to care at other MGB community hospitals, for example Newton-Wellesley Hospital, Schepici said. “It’s better access to get you the care needed,” she said. Some people don’t want to go to the academic centers in downtown Boston, Schepici said. “Parking there costs more than your copay,” she said.

3 COMMENTS

  1. Corporations change rebrand often a silly waste of $$ IMO since MVH has a captive audience My hope is that the MVH quality of care improves vastly regardless of the new name. same old Senior Corporate ego management

  2. As someone who needs the services of our hospital on a regular basis I’m so grateful for the combination of expertise, dedication and compassion that’s available here at MVH.

    Is it always 100% perfect? of course not. But nothing is, what counts is the investment in our community. For that, I’m appreciative and grateful.

  3. When there are several hundred thousand dollar salaries involved you’re always gonna have big egos and people who feel they’re actually worth that kind of money. Hospital costs are a joke and everyone knows it but it seems no one can do anything about it. Hospital mergers and re-branding are more about corporate elite feathering their own bed. But they hide under the disguise better care for people. Nothing could be further from the truth. There may be marginally improved condition but mostly about corporations making more money. Be careful of the hospitals new plan development in Edgartown again hiding the fact that this is a for profit money making operation for them but trying to tell people oh by the way we’re going to help some seniors.

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