Copyright Baton Rouge Advocate
Franciscan Missionaries of Our Lady Health System is rebranding to FMOL Health to represent the unity between system’s facilities across the Gulf South. The Baton Rouge-based health system, which serves areas across Louisiana and Mississippi, has invested about $425 million this fiscal year in facility remodels, overnight care units and employee pay raises. With their growth, Stephanie Roussell, FMOL Health's senior director of brand and strategy, said the company felt like it was time to refurbish the brand to match its "collective strength." Over the next few years, the system's hospitals and clinics will adopt the FMOL Health name across building signage, patient materials and digital platforms. Roussell said the company is still "building the budget" for the rebrand but will be conducted in-house. "It's not changing who we are," she said. "It's just embracing how we are different in a brighter, a bolder way, leaning into who we've always been, grounded in that Catholic mission but offering some pretty world class health care. We want our communities to tangibly see the difference." The rebrand has been in the works for the past 18 months. FMOL Health conducted focus groups and interviews of patients, physicians and staff where they found that people across their five markets were not aware that their local healthcare providers, like Baton Rouge's Our Lady of the Lake, were connected to a larger health system. Our Lady of the Lake, in addition to Our Lady of Lourdes in Acadiana, St. Francis Health in Northeast Louisiana, Our Lady of Angels on the north shore and St. Dominic in Jackson, Mississippi, will add FMOL Health to the beginning of their title to represent their belonging to the health system. The original names of FMOL Health's facilities stemmed from the system's origins, when the Franciscan Missionaries of Our Lady sisters traveled to Monroe over a century ago to provide healthcare, eventually branching out across the state and Mississippi. Roussell said the refreshed brand honors the legacy of the market brands, while also showing the connectivity between the institutions. The system is also rolling out a new tagline, "This is how we healthcare," along with bolder brand colors, a revised logo and a more casual voice in communication materials. "That is to really showcase the energy that's within the health system, within our team members, within our leadership, out into the communities," Roussell said.
