A recognisable, accessible name for all involved
When Diaconessenhuis Leiden and Rijnland Zorggroep merged, the ambition was to create a new, shared identity that not only reflects the values of both organisations, but also inspires and connects. That meant: a name that resonates with everyone, from employees to patients, and that stands out in the healthcare sector.
We therefore took an inclusive approach. Instead of coming up with a name in the boardroom, we harnessed the power of collective input. We listened, asked and created together with the people who really matter.
What we did
Survey: we asked all employees and care professionals for their opinions. What do they find important? What kind of name appeals to them? The result was valuable insights straight from the organisation.
Creative sessions: we gathered input from various stakeholders, after which we were able to create in a focused way.
Guidance: throughout the process, we provided insight into the underlying choices and worked towards a widely supported final result.
Testing: the name proposals were checked for legal availability, practical applicability and possible undesirable associations.
Insights from the survey
Two striking preferences emerged from the survey: a strong desire for a name that feels personal and a name with a regional connection, rather than an abstract or descriptive approach.
The winning name: Alrijne Zorggroep
The name ‘Alrijne Zorggroep’ scored high on all criteria. It combines recognisability with innovation and builds a bridge between history and the future. With a reference to the region ('Rijn' means 'Rhine', the river is defining for the region), the name feels familiar, while remaining fresh and distinctive. Above all, the name stands for accessibility and connection - exactly what the organisation had in mind.
Implementing the brand name
With the launch of the new name, the hospitals in Leiden, Leiderdorp and Alphen aan den Rijn changed their names to Alrijne Ziekenhuis. The Leythenrode and Oudshoorn nursing homes, as well as the pharmacy, childcare and outpatient clinic also adopted the Alrijne name, thus propagating the renewed identity.
In a press release, the new organisation emphasised the strength of the chosen name:
Alrijne Zorggroep is an entirely new name that nevertheless sounds familiar because of the geographical reference to our hinterland. This region connects the two organisations; with each other and with its patients, clients and relations. ‘Alrijne’ stands for accessibility; for the care we all want to offer to all residents in our region.
The impact went beyond the name
The carefully executed naming process not only resulted in a strong brand name, but also a strengthened identity and a sense of pride and belonging among employees. This is how participation in name development in mergers makes a difference - it creates an identity that brings people together and inspires them.