TOWN OF WALLKILL – Executives at Orange County’s largest health system announced on Thursday that they will rename the company, opting for a simpler moniker that they say symbolizes the company’s mission of high-quality care.
The Greater Hudson Valley Health System is beginning the process of switching to the name Garnet Health. GHVHS is the corporate parent to Orange Regional Medical Center in the Town of Wallkill, Catskill Regional Medical Center in Harris, the ORMC Foundation, and the hospitals’ physician groups.
Garnet, New York state's gemstone, suggests quality, leadership, and healing, the company’s leader said in a statement.
“We looked at whether the name supports our future goals; whether it was thought-provoking, memorable and relatable; and whether it would be easy to implement in a way that meets the needs of all stakeholders,” said Scott Batulis, president and CEO of GHVHS. “Finally one name emerged – Garnet Health.”
For now, ORMC and CRMC will still be referred to by their traditional names, but the health system’s leaders are leaving open all of their branding options, so they, too, could be renamed Garnet, hospital spokesman Rob Lee said.
The Garnet Health name came from GHVHS working with branding experts at Interbrand Health. They consulted hospital employees, the health system’s leaders and its board of directors.
Interbrand developed a list of more than 424 potential names, researching whether they had identical and phonetic equivalents, negative associations, or misleading connotations.
GHVHS officials say they’re still developing a logo and graphical elements, along with guidelines on how they will use the brand name. They do not yet have a time frame for when they expect to make those decisions, Lee said.
GHVHS provides care to approximately 450,000 residents in Orange, Sullivan and Ulster counties. The health system employs more than 850 medical staff members and more than 3,300 other employees.