East Orange General Hospital (EOGH), Essex County’s only independent, acute care community hospital, unveiled a new name, CareWell Health Medical Center, and logo at a celebration yesterday. The new name is part of an organization-wide brand transformation, reaffirming the medical center’s commitment to the community and vision for the future. New Jersey Lieutenant Governor Sheila Oliver, East Orange Mayor Ted T. Green and Orange Township Mayor Dwayne D. Warren, Esq. attended the unveiling ceremony, along with members of the new hospital ownership group, EOH Acquisition Group, LLC.
“East Orange General Hospital has been an anchor institution in the community providing exemplary care to area residents for the 40-plus years that I have called East Orange my home. I am so excited for their new chapter,” said Lt. Governor Sheila Oliver, who serves as Commissioner of the Department of Community Affairs. “The name may have changed, but under the leadership and ownership of Ms. Paige Dworak, CareWell Health Medical Center will continue to serve area residents with dignity and compassion while better tailoring and expanding services and programs to meet the changing needs of the community.”
“This is a proud moment for our historic institution,” said Paige Dworak, CEO of CareWell Health Medical Center. “CareWell Health Medical Center is a true community hospital serving Essex County, a place where every patient is family. Our new name and brand represent our commitment to transforming this vital community asset, signaling a fresh start for this organization. Generations of children, parents, friends and loved ones have turned to us for help, hope, and healing – and we look forward to continuing to serve Essex County for decades to come.”
The CareWell Health leadership team spent several months conducting market research to evaluate perceptions of the previous brand. The research included interviews with prominent members of the East Orange community, area residents, physicians, employees, local business owners, and leaders from statewide industry organizations. The new brand symbolizes the transformation of the medical center into the leading independent, boutique community hospital in Essex County.
“We take pride in being a small, devoted community hospital where everyone is welcome. Whether you walk right in seeking care, take the bus here to our front door, or arrive needing help in a hurry, you can always be sure you are important to us and will never be treated like just another number,” added Dworak.
In October, CareWell Health announced it would be acquired by EOH Acquisition Group, LLC, a new ownership group led by Dworak, the first female-owner and CEO of a hospital in New Jersey; Ben Klein, an Englewood resident and owner of more than three dozen behavioral health facilities; and attorney Troy Schell. On Jan. 1, EOH Acquisition Group, LLC officially acquired the medical center.
The new leadership intends to expand services and invest in the best people and technology, ensuring the facility continues its mission to provide high-quality care to the residents of East Orange and the surrounding greater Newark communities.
CareWell Health is Essex County’s only boutique community hospital. The medical center’s financial priorities will be focused on growth, specifically, investments in new programs and services, expanding its primary care services and surgical services to support its core mission as an acute care facility. In addition, CareWell Health is deepening its focus on behavioral health.
“At CareWell Health, we understand that our patients are coming to us during moments of great need, and we believe our patients deserve the highest quality care and best experience possible,” added Dworak.
The COVID-19 crisis underscored a value and reliability in CareWell Health services that Essex County communities have counted on since as far back as 1903. The medical center has never closed its doors during the pandemic and, in fact, expanded services, becoming a go-to site for testing, education and counseling, and providing telemedicine to safely reach patients where they were.
Over the next several weeks and months, the medical center will transition to the new brand identity, applying it to the hospital website, social media platforms, ID badges, stationery, signage and more.
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