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NEWS & REPORTS

Maine Mental Health Partners Becomes Maine Behavioral Healthcare:
Merged Organization’s Goal Is to Create a Fully Integrated System of Coordinated Care

SOUTH PORTLAND – A Maine network of mental health services providers that recently merged to become a single, unified organization now has a new name.

Maine Mental Health Partners (MMHP), composed of southern Maine’s only nonprofit psychiatric hospital and several nonprofit community health agencies, is now Maine Behavioral Healthcare.

Maine Mental Health Partners  (Spring Harbor Hospital, Community Counseling Center, Counseling Services, Inc., Spring Harbor Community Services, and Mid-Coast Mental Health Center) announced its merger into a single, unified organization in early December. The new organization will continue its contract alliances with Maine Medical Center Department of Psychiatry, Southern Maine Health Care’s Behavioral Health Services and Pen Bay Medical Center’s Department of Psychiatry.

Spring Harbor Hospital will keep its name and be referred to as a division of Maine Behavioral Healthcare.

To come up with an appropriate new name, the merged organization created a committee of 20 staff and board members, led by Garrand, a professional Portland-based marketing/branding company. The committee met four times over several months to learn about the naming/branding process and to discuss, debate and ultimately decide the merged organization’s new name.

The committee’s naming objectives were to focus and illuminate what the organization does; influence perception (like reducing stigma); and convey points of differentiation, such as the organization’s breadth of services and its roles as a leader and innovator.

“The organization’s new name came out of a very structured and focused process,” noted board member John Bouchard, who chaired the naming/branding committee. “We adhered to a long list of branding rules that apply to naming things properly, and we stayed true to our naming objectives.”

The new name was endorsed by the organization’s Transitional Advisory Committee, and approved by its newly installed board of trustees and the MaineHealth (parent organization) board.

Maine Behavioral Healthcare plans to create a fully integrated, seamless system of behavioral healthcare across the state, making it a regional and national model for treating people with serious mental health issues. The goal is to create a delivery system and a culture that always puts clients/patients first and focuses on the quality of care – both the experiences of the people served and their clinical outcomes – while better managing costs.

Over the next few weeks and months, all the former member organizations will be changing their signs, stationery and literature to reflect the new organization.

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