During the past week we've seen and heard a bunch about the new name for Iowa Health System now called Unity Point Health. We understand this name transition has been going on for a while. We can't confirm but sources have told us the effort has been going on for nearly two years. Clearly, based on the large number of television ads, the marketing team has been working on this for a long time.
We "get" the name change. After all when the company is doing business in multiple states it makes sense to brand the product using a more universal name. However, as you can see by the logo...not much really changed. We would have rather seen a more dramatic alteration of the old logo but, here too, we understand the emotional attachment to the old.
However we're puzzled by the scripts used in the radio ads and voice overs. Here is an example. Listen carefully.
Not trying to be snarky but is Iowa Health, now Unity Point, admitting that for decades they have had this health care thing all...wrong? Just now they have decided to put patients first? Just now they are coming to grips with coordinated health care between the physician, hospital and clinic? Just...now?
It's a head shaker and the result of when scriptwriters get ahead of themselves trying to re-make a brand when, in reality, only the name has been changed. That's our take...yours?