Loretto Re-brands Itself Amid Changing Healthcare Landscape

Mar 2, 2018

The iconic Cunningham Tower stands tall on Loretto's Syracuse campus off E. Brighton Ave.
Credit lorettocny.org

Central New York Healthcare provider Loretto has decided to re-brand itself in order to tell the community about the services it offers.  This comes amid health care reform in the federal government which might affect the company.

Loretto President and CEO Kim Townsend admits that the community might not be quite sure about the services her company provides.  After a year of surveying residents, employees, and the public, the company had a moment of self-discovery.

"We found that Loretto has been known traditionally for its leadership, its trust, its value, but most of all, family.  But we also found there were a number of things people didn't know.  So we feel it's very important to tell the story of Loretto in this new way."

The healthcare organization has 19 sites across Onondaga and Cayuga counties and provides care to 10,000 people every year. While they’re not worried about layoffs or budget cuts, Townsend is concerned about the federal government’s plans for health care.

Loretto's new logo.
Credit lorettocny.org

"Any changes to Medicaid or Medicare will be devastating for the health care system.  For example, with Medicaid, if they change Medicaid payments to block grants, that will have a devastating affect on health care in New York State."

But Townsend has hope for the company.  She says the value and strength of Loretto is the diversity of its services which range from nursing to short-term rehabilitation.  Townsend says strategic planning over the next few years will help expand their options for care and ensure a bright future.

"It's not buildings that make Loretto special; it's the people that make Loretto special.  So we're very excited to get out into the community and share that new message."

Loretto’s brand evolution includes a new logo, mission statement, and the slogan “Exceptional People. Extraordinary Care.”  

An aerial view of Loretto's E. Brighton campus.
Credit lorettocny.org