Louisville, Kentucky-based ResCare has made another move to revitalize its brand. The company announced Wednesday that it has a new name—BrightSpring Health Services.
“Simply stated, the updated name better reflects who we are today and where we’re going,” BrightSpring Health Services President and CEO Jon Rousseau told Home Health Care News via email. “Our rebranding demonstrates the progress we’ve made and better represents who we are today.”
One of the largest providers of home and community-based health services in the United States, 44-year-old ResCare has seen several changes over the last few years, and this rebrand to BrightSpring is its latest.
BrightSpring declined to specify how much the rebrand is expected to cost.
The company brought in Rousseau in September 2016 and hired new top executives a few months ago.
“While celebrating the successful history, BrightSpring reflects a repositioning for us based on the evolution of the company strategy in the past two years, the process and advancement of that strategy, as well as the changing landscape and future of health care,” Rousseau said. “We chose the name BrightSpring as it evokes and reflects optimism, compassion, innovative thinking and approaches and hope for the future—consistent with our daily pledge to help people live their best life.”
BrightSpring is now the parent company of an existing family of brands and services that provide non-clinical and clinical services for people of all ages and skill levels. The company’s primary businesses provide care to more than 2 million people annually and employ more than 45,000 staff members in more than 40 states.
“The new name, along with the evolved and focused strategic direction, positions BrightSpring to be a preferred and chosen provider of optimal care, at the right time, in the right environment to the complex populations we serve,” Rousseau said.
BrightSpring’s repositioning as the parent company of a “house of brands,” is another move in its evolution. The brands under its umbrella, including ResCare HomeCare and ResCare Community Living, will remain as they are for now.
The changes, as a whole, are a part of an evolutionary strategy “to successfully meet the multifaceted and multidisciplinary needs of the populations it serves amid the changing health care landscape,” according to a press release.
The organization has a new logo, to go along with the name change and is moving its headquarters this November, to another building in Louisville.
The company has plans to continue advancing its strategy, attracting top talent and enhancing its business model.
“We look forward to finding more and more advancements in the delivery of care to the ever-growing populations we serve,” Rousseau said.
BrightSpring is not the only major home health player to rebrand of late. HealthSouth acquired Encompass Home Health and Hospice in 2014, and last year announced that the company would unite under the name Encompass Health.
Paul Kusserow, the CEO of major home health provider Amedisys (Nasdaq: AMED), has also said that he would consider a new name. So far, the company has updated its corporate look under his leadership.
Written by Kaitlyn Mattson