Board of Trustees approves new name and brand for Winneshiek Medical Center

March 1, 2023

At the March 1 meeting, the Board of Trustees approved a new name and brand for Winneshiek Medical Center.  Effective early summer 2023, the name will change from Winneshiek Medical Center to WinnMed.

Steve Slessor, chief administrative officer, says, “The new name closely connects to the current identity, but is shortened to be easy to see, say and remember.  The ‘Winn’ portion gives respect to Winneshiek County citizens to whom we are so deeply connected, and the ‘Med’ portion broadens our scope from a physical place or ‘center’ to a larger medical system that encompasses the entire region.”

A new tagline to support WinnMed was also adopted by the Board of Trustees: Excellence lives here. Slessor says, “The tagline speaks to the ideal that every patient receives the absolute best care here, and that care is inspired by the patients and health care providers who choose to live, work and care for each other locally.”

As under the legacy name and brand of Winneshiek Medical Center, clinic and many hospital physician services, as well as administrative services at WinnMed will be provided by Mayo Clinic Health System.  Thomas Marquardt, D.P.M., chief medical officer, says, “With the new brand there has been an ‘unlocking’ of the logos between WMC and Mayo Clinic Health System. This helps to protect brand identity of both organizations. The county-owned medical center will continue to have great service from our Mayo Clinic Health System physicians. The nearly 20-year partnership with Mayo Clinic Health System remains strong and continues to grow. The leadership and physician services we continue to receive from Mayo Clinic Health System will help keep WinnMed on the cutting edge of health care.”


In 1992, the first of all Mayo Clinic Health System clinics opened in Decorah and worked in partnership with the local hospital, then Winneshiek County Memorial Hospital.  In 2005, Winneshiek County Memorial Hospital entered into a Professional Services Agreement and Management Services Agreement with Mayo Clinic Health System, and rebranded itself to Winneshiek Medical Center.  The medical center continued to grow and evolve, adding service lines and specialty services until the present time, and is now the largest and most specialized hospital in the region.  Currently, 565 staff and physicians work at Winneshiek Medical Center, and in addition to being a top economic engine for the region, Winneshiek Medical Center has significant plans to expand the facility over the next five to ten years.

Slessor says, “As expansion plans began to unfold, it was the perfect time to rebrand Winneshiek Medical Center to reflect our renewed commitment to the region and future growth.”  Winneshiek Medical Center engaged with Vendi Advertising from La Crosse, Wisconsin to support the rebranding efforts, which included a community perception study to inform WMC leadership what patients and non-patients alike expect from their local health care center.

Next Steps

Winneshiek Medical Center will continue to operate under the current name and brand until early summer, at which time there will be an official launch of WinnMed.  During the spring transition months, staff will prepare for the changes, including all print, signage and electronic uses of the name and logo. Clark Goltz, chair of the Board of Trustees, says, “We are a system that exists to care for the health and well-being of every person in the communities we serve. This includes our patients and their families, our professional colleagues and the community at large.  WinnMed reflects this broader level of commitment and our expanding presence and scope of care in the communities we serve.”

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