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Rebranding Your Organization

Longstanding provider organizations are increasingly seeking to update their corporate image and project a modern look to their delivery of housing and care services. A "Corporate Rebranding" is a means to this end, through which the organization is renamed and begins a marketing campaign to re-introduce itself to the public and potential consumers. A Corporate Rebranding can take many forms - changing the legal name of the organization itself, developing fictitious names for the organization and its various components and subsidiaries, and, in some cases, changing operational models or developing additional services for consumers.

A Corporate Reorganization is an exciting step for an organization, but is also one, especially for health care providers, that requires careful planning. Health care providers are subject to a variety of licensure requirements, which generally prohibit a name change for a licensed service in the absence of prior approval by the governing regulatory agency. Here in Pennsylvania, the Departments of Health, Insurance and Human Services all have jurisdiction to review proposed name changes and rebrandings that affect licensed providers. Part of that approval process includes not only the submission of appropriate licensure applications and materials, but also the receipt of approvals from the Pennsylvania Corporation Bureau for the use of the requested new names. If the Corporate Rebranding involves changes to the organization itself (in legal name or in corporate structure), then approvals from the IRS and others (for example, the Attorney General's Office and Bond Trustees) may be necessary. The notice and approval process can be extensive, and must be carefully planned in order to secure the desired effective date of the Corporate Rebranding.

If your organization is considering a Corporate Rebranding, please do not hesitate to contact Kimber Latsha or David Marshall to discuss these issues.

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