MaineHealth Brand

Our Brand Story

MaineHealth is northern New England’s most trusted care provider — and not because of excellent patient experiences and clinical outcomes alone. For over 150 years, we have elevated health and care for our communities — their well-being is our top priority.

At our core, MaineHealth comprises providers, specialists, hospitals and offices all unified by a shared mission: to deliver the best care possible to everyone we serve. Our brand reflects the quality and consistency in what we do and how we go about doing it. It supports an understanding of and confidence in who we are.

MaineHealth’s brand is built on qualities that make us unique. We are compassionate, trustworthy, reliable and committed in delivering exceptional services and resources. We are always evolving to meet the needs of the people in the communities we care for, support and employ.

Staying true to our brand and unifying how we present ourselves are powerful ways for establishing, nurturing and continuing to further our valuable connections. These are meaningful and effective tools for bringing MaineHealth’s vision to life: Working together so our communities are the healthiest in America.

Who We Are

Our Vision

Working together so our communities are the healthiest in America.

Our Mission

Caring for our community, educating tomorrow’s caregivers and researching new ways to provide care.

Our Values

Wherever and whenever you interact with MaineHealth, you can expect our care team members to embody the following values in action:

Patient Centered

We focus on each individual’s unique needs, and partner with the people we care for, their families and care teams to develop a shared approach to health and care.

Respect

We embrace diversity and recognize the value of each person.

Integrity

We are honest, transparent and ethical, and maintain a culture of trust and accountability.

Excellence

We set high standards and always strive to exceed expectations.

Ownership

We take responsibility for our actions, follow through on our commitments, and approach challenges with optimism.

Innovation

We welcome diverse perspectives, embrace change, and are committed to lifelong learning.

Brand Expression

Personality: Our Character

Authentic

We’re genuine in our approach to health and take responsibility for being a leader in care.

Community-Minded

We share in the well-being of all individuals within our communities.

Conscientious

We are connected to our communities and act compassionately in tending to their needs and values.

Responsive

We are direct in addressing the issues that matter to our communities.

Voice: What We Convey

Confident

We share our expertise in providing quality care and advanced capabilities with certainty.

Authoritative

We acknowledge our responsibility for the high quality of care in our communities.

Supportive

We communicate with our audiences in ways that reassure them, so they know their health and care are our top priorities.

Clear

We keep our audiences engaged with practical, simple communication, using easy to understand plain language.

Tone: How We Convey It

Approachable

We should be regarded as a partner and a neighbor in any individual’s health journey.

Comforting

Our communities should always feel understood and assured they are in good hands.

Professional

Our communications are informative, balanced and clear.

Empowering

We want our patients, partners and communities to feel optimistic about their health and care.

Brand Guidelines