Gundersen, Bellin move forward with new name 

May 27, 2024

WISCONSIN – Gundersen Health System and Bellin Health, who merged in December 2022, are moving forward under the name Emplify Health.

Dr. Scott Rathgaber, CEO of the Bellin and Gundersen Health System, said the new name is a combination of the words “empathy” and “amplify.”

“Emplify is a new word created to reflect a united goal of increasing access, creating a culture of empathy and enhancing population health outcomes for the patients and communities we serve,” he said. “These are the values we stand for and set us apart.”

Emplify Health, Rathgaber said, is more than a name.

“It’s a promise,” he said. “It’s a symbol of trust. It is a continuation and evolution of our shared legacies and prepares us for the future.”

The combined health system serves communities throughout Wisconsin, northeast Iowa, southeast Minnesota and northern Michigan at 11 hospitals and more than 100 clinics.

Because of that reach, Rathgaber said, implementing the new brand will take time.

“The new brand will be slowly and thoughtfully incorporated into the health system,” he said. 

Rathgaber said a new brand was necessary for the merged health system because Gundersen, headquartered in La Crosse, and Bellin, headquartered in Green Bay, had their own separate identities.

The foundations, however, he said, will retain their legacy names

“Each foundation will remain designated for their intended areas as directed by donors,” he said.

In addition, Rathgaber said Emplify will continue to support community events that Bellin and Gundersen have been involved in, including Gundersen Medical Foundation’s Steppin’ Out in Pink event in La Crosse.