TruBridge’s Careful and Considerate Rebrand

Colin Hung
Apr 01, 2024
Article Background
It is especially challenging to move away from an existing brand that has a strong, well-established legacy to new one. TruBridge did just that when they transitioned away from their roots as CPSI. Their careful and considerate approach is helping customers as well as staff adjust to their new direction.

Swaay.Health recently sat down with Tracey Schroeder, Chief Marketing Officer at TruBridge to learn more about their rebrand journey.

Strong CPSI Brand

For those who have been in healthcare and Health IT industry through the Meaningful Use days, will remember CPSI. They have been around for 45 years.

As electronic records took off, the company created an integrated suite of products including an EHR, billing, and other solutions for rural and community hospitals. In 2015 the company branded their complete EHR solution under the Evident name.

Both CPSI and Evident are still well-recognized today.

However, as the company continued to expand into new markets and acquire other solutions, the family-of-brands approach became unwieldy. According to Schroeder, the need for a unified brand became very apparent over the past few years: “We began to notice the level of confusion that our employees and customers had when talking about our products and our brands.”

A New Direction

“We wanted to expand what we were known for,” explained Schroeder. “Out of our existing family of brands, TruBridge was the one that had the most positive perception and the most awareness.”

“As one company, TruBridge is collectively focused on bridging gaps in healthcare, empowering providers and improving financial and clinical outcomes through the timely delivery of solutions that solve real problems in the communities we serve,” said Chris Fowler, president and chief executive officer of CPSI, in a press release.

A Careful Approach

Once the decision was made to unify under a single brand, the company took a careful approach to informing customers and employees. They realized there was still strong affinity with legacy brands so they invested in communicating and telegraphing the rebrand.

“We wanted our customers to know that we were not turning our backs on the existing brands,” said Schroeder. “But that our new brand would help take things forward in new and positive ways.”

Reception to the new brand has been positive so far.

Watch the interview with Tracey Schroeder to learn more.

Read the full article >