SwedishAmerican Health System Announces Name and Brand Change; Joins UW Health

ROCKFORD, Ill. – After six years of being recognized as a division of UW Health, SwedishAmerican is pleased to announce we are updating our branding to become part of UW Health. Effective immediately, SwedishAmerican, located in Rockford, Ill., is now identified as UW Health.

Patients will continue to see the same physicians in the same locations under their current insurance plans, and the name change will not affect the employment status of SwedishAmerican’s 3,700-plus associates. But the continued growth of UW Health’s system of care in Wisconsin and Illinois is a great thing for our patients and their access to truly remarkable healthcare.

“Since becoming a division of UW Health in 2015, we’ve built services here that have never been offered in our area before,” said Jeff Kaney, Board Chairman for SwedishAmerican. “We’re very excited about the things that are on the horizon for us, and it’s time to announce loud and proud everything we can offer our community.”

Throughout SwedishAmerican’s 110-year history, it has been a pillar of the Rockford community. The health system has expanded from its original downtown Rockford hospital location to include a medical center in Belvidere, a regional cancer center and a network of more than 30 primary, multi-specialty and employer-based clinics. All locations will assume the UW Health brand name with the original hospital being called UW Health SwedishAmerican Hospital.

“SwedishAmerican has been a beloved community health system in Rockford for more than a century, recognized for our compassion, excellent patient care and a commitment to serving our community,” said Tom O’Connor, president and CEO, SwedishAmerican Health System. “But it’s important to remember that we are more than just a recognized brand. We are an integral part of this community, and that will never change.”

As an integrated health system and academic medical center aligned with the University of Wisconsin School of Medicine and Public Health, UW Health is nationally recognized as one of the most progressive and prominent medical centers in the country. Full brand integration with UW Health will bring greater access to medical specialties, research and physicians for patients in northern Illinois. Several new specialty and academic relationships have already been formed in areas such as pediatrics, cardiology and cancer services, and UW Health anticipates these clinical integration efforts will continue to grow.

“Unifying our brand is about more than a name,” said Dr. Alan Kaplan, CEO, UW Health. “It’s about bringing our people, assets, and expertise together to expand the remarkable care available to the people of northern Illinois and throughout our system of care.”

The transition will happen in phases, with new signage, website changes and other rebranding efforts expected over the course of the next year.

A recorded interview with Dr. Kaplan is available.

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