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(Oconomowoc, Wis.) – To streamline and refresh its brand, the Oconomowoc, Wisconsin-based behavioral health system has engaged in a year-long rebranding initiative as it opens new programs in Wisconsin, Florida, Minnesota, and California.
Rogers partnered with the Milwaukee-based advertising and consulting agency, BVK, for brand-strategy development based on qualitative research, creative concepts, and logo design. The new brand will roll out in a phased approach over the coming months beginning this week.
The new logo features imagery of a sun rising above water integrated into the Rogers name, offering light and warmth to those who may be in a dark place. The circular shape reflects the active progression that occurs in treatment as people move forward in a transformative way.
System President and CEO Pat Hammer says, “We will deliver hope to those we serve that they can rely on our expertise to help them through the recovery process—that we are in it together. The theme encompasses many different perspectives including patients and families rising above stigma and other challenges caused by mental illness and addiction.”
“While our look and some site names are changing, we have the same commitment to providing the highest quality of care for those we treat. We remain a private, independent, not-for-profit organization with our patients’ best interests at heart,” adds Hammer.
Rogers’ Wisconsin locations in Appleton, Brown Deer, Kenosha, Madison, Oconomowoc, and West Allis will now fall under the Rogers Behavioral Health brand, changing from Rogers Memorial Hospital, which is the name used in Oconomowoc since the mid-1950s. The original hospital was founded in 1907 by psychiatrist Dr. Arthur Rogers and his wife. The legal names for the system and hospital operations will continue to be Rogers Behavioral Health System, Inc. and Rogers Memorial Hospital, Inc. respectively, and both will use the DBA (doing business as) name of Rogers Behavioral Health. Rogers’ Foundation will now go by Rogers Behavioral Health Foundation.
The new sites are part of a growing network of 13 existing outpatient centers, which also includes Hinsdale and Skokie in the Chicago area, Nashville, and Philadelphia.
“One of the toughest parts of what we do has been to tell families in crisis that we have a waiting list of weeks or even months until we can treat their loved one. This new programming is a direct response to community needs, and we are pleased that we will be able to help more people in need in a more timely manner,” shares Paul Mueller, hospital division CEO.
Residential expansion is on track for a June opening for 62 new residential beds in Oconomowoc and 28 new residential beds in West Allis.
With the additional programming, the Oconomowoc campus will have a total of 244 residential beds.
These two programs complement the existing 12 adolescent residential care beds for Mental Health and Addiction Recovery in West Allis for a total of 40 residential beds on that campus.
In addition to residential programs, Rogers operates three inpatient hospitals in Brown Deer, Oconomowoc, and West Allis with a total of 205 inpatient beds. Including intensive outpatient and partial hospitalization care, Rogers provided 276,463 patient days of care last year. Rogers is also adding child and adolescent services in Appleton and Madison and additional programming in Minneapolis and Skokie.
Jerry Halverson, MD, chief medical officer, says, “It’s gratifying to be able to respond to the needs of a growing number of patients and families. As we are able demonstrate the outcomes our patients experience during and after treatment, it offers hope to others who are struggling with mental illness and addiction. We’re able to show them that if they actively engage in treatment, they are giving themselves the best chance of recovery and meeting their full potential.”
To support its growth, Rogers is in the process of hiring more than 170 employees in Wisconsin and 75 in other states over the coming months, who will join the current 2,100 employees system-wide.