In October 2023, Bellin Gundersen Health System, Inc. filed a trademark application for the name Emplify Health. It is unclear if the health care organization plans to use this new name and logo, and when it might happen.
Both Gundersen’s and Bellin’s names have historical significance, as they were named after the doctors who founded the Wisconsin health organizations. Gundersen was established by surgeon Adolf Gundersen, who founded a practice in La Crosse in 1891. Over time, his practice evolved into Gundersen Lutheran, Inc. in 1995, before later becoming known as Gundersen Health System in 2013. Bellin Health dates back to 1907 when Dr. Julius Bellin converted his Green Bay home into a 15-bed hospital.
The merger between these two organizations was finalized in late 2022. At the time, Gundersen CEO Scott Rathgaber mentioned that the name Bellin Gundersen Health System could be subject to change in the future. He expressed a desire to honor the legacy names that people have come to trust while also acknowledging the new collaboration and commitment between the two organizations. The future of the organization’s name and branding remains to be seen as they continue to navigate the merger process.
