SwedishAmerican rebrands to UW Health SwedishAmerican

Medical leaders say the new name opens the door expanded medical care.
Published: Sep. 9, 2021 at 12:30 PM CDT|Updated: Sep. 9, 2021 at 6:13 PM CDT
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ROCKFORD, Ill. (WIFR) - For the first time in six years, SwedishAmerican is no longer a division of UW Health. As of today, they will now be identified as UW Health. The medical facility’s name changes, merging the two names, and emerging as UW Health Swedish American.

Despite the brand and name change, 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 associates.

“We’ve built such a great platform to continue the growth here in Rockford and bring more services and mores specialists in the Rockford community,” said UW Health Chief Executive Officer Dr. Alan Kaplan.

This integration with UW Health allows for greater access to medical specialties, research and physicians for patients across northern Illinois. Specialty and academic relationships have also been formed in pediatrics, cardiology and cancer services. Patients can still see their current doctor.

“We’re really excited to bring that to Rockford,” said Kaplan.

UW Health Northern Illinois President Tom O’Connor reassured patients their insurance won’t change, and no facilities will close. More importantly, according to O’Connor, the region will benefit from any new services developed by the Madison based health system.

“We share a lot of patients between here and Madison. We thought by working more closely, we can create a better experience for our patients,” said O’Connor.

The rebranding will create a more seamless experience for all patients said O’Connor.

“Since becoming a division of UW Health in 2015, we’ve built services here that have never been offered in our area before,” Board Chairman for SwedishAmerican Jeff Kaney says. “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.”

SwedishAmerican has been a part of the Rockford community for 110 years. In addition to its hospital in the Forest City, there’s also a medical center in Belvidere and more than 30 primary, multi-specialty and employer-based clinics.

“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,” President and CEO, SwedishAmerican Health System Tom O’Connor says. “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.”

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

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