East Orange General to be rebranded as CareWell Health Medical Center on Wednesday

New name is part of branding effort aimed at reaffirming hospital’s commitment to community

Paige Dworak. (File photo)

East Orange General Hospital will unveil its new name and new brand — CareWell Health Medical Center — during a celebratory event Wednesday morning.

The name change is the latest step in the transformation of the Essex County’s only independent, acute care community hospital — one that is now controlled by an ownership group that includes CEO Paige Dworak.

Dworak and two others announced last fall that they were purchasing the for-profit entity. The deal became official Jan. 1.

Dworak, the first female owner-CEO of a hospital in New Jersey, called the rebranding a proud moment for a health care facility that dates back to 1903.

“Our new name and brand represent our commitment to transforming this vital community asset, signaling a fresh start for this organization,” she said. “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 many more decades to come.

“CareWell Health Medical Center is a true community hospital serving Essex County, a place where every patient is family.”

The CareWell Health leadership team spent several months conducting market research to evaluate perceptions of the previous brand. Research included interviews with prominent members of the East Orange community, area residents, physicians, employees, local business owners and leaders from statewide industry organizations.

CareWell Health officials said the new brand symbolizes the transformation of the medical center into the leading independent, boutique community hospital in Essex County. They feel CareWell Health is better positioned than ever to earn and keep its patients’ trust as the community hospital of choice.

“We take pride in being a small, devoted community hospital where everyone is welcome,” Dworak said. “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.”

In October, the group of Dworak; Ben Klein, an Englewood resident and owner of more than three dozen behavioral health facilities; and Troy Schell, an attorney, announced they were purchasing the hospital as EOH Acquisition Group.

The new leadership team said it 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.

Over the next several weeks and months, the medical center is expected to transition to the new brand identity, applying it to the hospital website, social media platforms, ID badges, stationary, signage and more, CareWell Health officials said.