Lahey Launches New Brand

Beverly Hospital Benefits from Integrated Services, Continuum of Care

January 16, 2013

Events Calendar
By Natalie Miller / Wicked Local Beverly / GateHouse News Service
Beverly, Mass. —

The merger of Northeast Health System and Lahey Clinic was completed last May and has now become official with the announcement of a new brand campaign that highlights the comprehensive continuum of care and integrated services being offered to local patients as a result of the affiliation.

Lahey Health is more accurate to what is provided, said Lisa Neveling, vice president of marketing and communication.

Under the new brand, Lahey Clinic has been renamed Lahey Hospital & Medical Center. Beverly Hospital and Addison Gilbert Hospital in Gloucester will remain unchanged, however Beverly Hospital at Danvers will now be called Lahey Outpatient Center, Danvers.

In addition to the name changes, the rebranding also illustrates Lahey Health’s new approach to care that is focused on helping patients become and stay healthy by providing all the services they need in the community setting.

“There are monumental changes happening in healthcare in the U.S.,” said Howard Grant, J.D., M.D., president and chief executive officer of Lahey Health and Lahey Hospital & Medical Center, in a release. “Our focus is on keeping our patients well, and we truly have a unique system of care that addresses all the needs of our patients and communities. Lahey Health provides all the services they need in a community setting, which is more effective and efficient for patients, families, insurers and employers.”

According to Neveling many new community-based activities are being launched as a result of the new campaign, mirroring what Northeast Health System had been doing all along.

“Beverly Hospital and Addison Gilbert have a long history of community involvement. We are taking that further into the Lahey brand,” Neveling said, adding that Lahey Health has already been collaborating with a number of local food pantries, including Beverly Bootstraps, making donations up to $1,500 to each.

Neveling added that people will start to see a lot more activity from Lahey that is community-based, from hosting flu clinics to sponsoring local teams.

Another aspect of the new brand is concentrating on more opportunities for patient-focused care.

“Quality care and safety have always been our number one priority, but for years, healthcare organizations have been operating on a fee-for-service payment model,” said Grant. “We are now looking at new reimbursement models that place greater emphasis on how healthy we keep our patients and communities. These models reimburse us for the quality of care provided — both excellent clinical outcomes and patient satisfaction — a tremendous shift that benefits our patients.”

The goal is to keep care within the communities, said Neveling, explaining that Lahey patients from Beverly can now receive services at Beverly Hospital rather than traveling to Burlington; and can also use Lahey services in Burlington rather than traveling to Boston. “We are now working together,” she said. “Lahey offers a lower cost option to Boston medical care.”

According to Lahey Health, the new affiliation brings together “not only award-winning hospitals and nationally-recognized physicians, but also a network of senior care services that offer a broad range of at-home services, skilled nursing and rehabilitation services, an assisted living facility and community-based adult day health programs.  It also features one of the area’s most comprehensive behavioral health networks, providing integrated inpatient and outpatient services throughout northeastern Massachusetts.”

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