brand expeditions Breaking News

Introducing a New Health System Brand: Vidant Health

System Flagship: Pitt County Memorial Hospital

For more than a decade, University Health Systems has been a fixture in eastern North Carolina. Over the course of the last 12 years, the organization has quietly assembled a number of component parts that, when channeled together, create a health system with amazing potential for impacting the lives of the 1.4 million people it serves. Today, University Health Systems has 11,000 employees, hundreds of primary care physicians and specialists, 10 hospitals (including an academic medical center in Greenville), and its reach extends across 29-counties of eastern North Carolina.

What University Health Systems has lacked is a singular brand identity. Face it, the name “University Health System” is generic and is shared by a number of organizations across the country. As University Health Systems worked to build its integrated system of care, it became evident that it was time to establish a new brand identity that would effectively communicate the organization’s ability and desire to positively impact the health and lives of the people it serves. It was also desirable to bring all of the component parts together under a single brand identity. This would help to limit brand confusion as patients and their families try to navigate within the health system across a broad geography, thereby improving the patient experience. Ultimately, a singular brand identity should improve access by clearly denoting points of access throughout the region.

Introducing the New Brand Identity

Beginning in January 2012, University Health Systems will be rebranded as Vidant Health. Regarding the etymology of the name, the root “Vi” is frequently associated with Life (vibrancy and vitality), and vida literally means life in Spanish. This understanding directly links the new brand name to University Health Systems’ long-standing mission, “To enhance the quality of life for the people and communities we serve, touch and support.”

What excites me about the new name, other than the fact that it now gives the organization a truly unique identity, is that it is so strong, concise and infused with energy. It speaks directly to the health system’s role in improving the quality of life in the region by addressing health issues head on. And it speaks to the organization’s passion and focus on achieving its primary objective: Creating a healthier eastern North Carolina.

Before today, you most likely never heard of Vidant Health. There’s only one in the country. But get used to hearing the name. This is one organization that is working to set the standard for the delivery of high quality, coordinated care. This health system is going to put as much effort into preventing chronic illness as it does to treating acute events. It is committed to enhancing quality of life, improving access to care, delivering an exceptional patient experience, and achieving optimal outcomes – all necessary ingredients in building healthier communities. And eastern North Carolina, a region known for its high rates of heart disease, diabetes and other chronic illnesses, will be the beneficiary of this commitment. Needless to say, I’m excited to be along for the ride!

For more information about the new Vidant Health brand, go to

9 comments on “Introducing a New Health System Brand: Vidant Health

  1. Beth Nelson

    A great, concise explanation, Dan. I’m curious, though. Why the photo of Lexington?

    • Hi Beth, the LMC photo is the current header for my blog. It has been up there for ages and needs updating. I used it because I love the photo with the flowering crape myrtle in the foreground. I took the photo myself on one of my visits to Columbia (LMC is a client). I write about hospitals all over the country, work for hospitals all over the country, but UHS/PCMH is the topic of the day! It certainly has my attention right now. Thanks for reading the blog.

  2. its superb!!

  3. Earl Wright

    Ummm….Vidant is also the present participle of the French verb vider, which means “to gut” or “to empty out”.

    • Yeah, and I bet French is the prevalent language in Eastern NC – and you’re a linguist. Or, you’re just a sad individual Googling things to try to find info that supports your negative perspective.

      • Earl Wright

        Nice try, but I’m actually on the faculty at the Brody School of Medicine at East Carolina University, whose faulty have the primary duty of serving patients at the PCMH. Most of my colleagues and philanthropic supporters of the hospital are not too happy that the health system has chosen to distance itself from the University and heritage of Eastern North Carolina with their attempt at catchy branding.

      • Thanks Earl. I appreciate your candor. We see things differently, but I value your perspective and those of your colleagues.

  4. As a registered nurse, I have first hand experience in the hospital setting. I developed a concept that I know would limit the spread of infection in the hospital, and would like any information as to how I could communicate with people who could put this into effect

  5. jan Stewart

    Vidant has saved my husbands life twice. He had a colon resection after a bout with two fisculas that he got at a small community hospital that operated on him..Thank God for Vidant…..I don’t care what they call it. They are GOOD!!!!

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