In October 2023, Bellin Gundersen Health System, Inc. filed a trademark application with the United States Patent and Trademark Office for the name Emplify Health. However, it remains unclear if and when the health care organization will implement this new name and logo.
Gundersen Health System was founded in La Crosse by surgeon Adolf Gundersen, who opened a practice in the area in 1891. Over the years, the organization grew to become known as Gundersen Health System, formerly Gundersen Lutheran, Inc. In contrast, Bellin Health traces its roots back to 1907 when Dr. Julius Bellin established a 15-bed hospital from a converted home. The two health organizations merged in late 2022, with discussions about updating the name Bellin Gundersen Health System taking place in the future.
The merging of the two organizations in 2022 sets the stage for potential changes in branding and naming to reflect their combined commitment to providing quality health care services. CEO Scott Rathgaber has expressed a desire to honor the legacy of both organizations while also establishing a new identity for the newly merged entity that reflects their combined strengths and expertise.
