CBI Health: Where Better Begins

Today, CBI Health is where better begins. 

Over the past few months, we have been working on a rebrand that we are very proud to unveil today. The rebrand is not just a cosmetic change. While we do have an exciting new logo and tagline, our ambition is much deeper than that. We are redefining who we are, the work we do, and the contributions we make to shaping healthcare in Canada.

We have a bold new Purpose that shows CBI Health’s contribution to shaping the Canadian healthcare landscape. We have new Values for our team members across the country, values that proudly define the 13,000 special people that are at the heart of what we do. We have a new Client Promise, focusing on the great responsibility we have to help our millions of clients across Canada get to their better. None of these changes are just words on a page, but instead a refocusing and reenergizing of our company as a whole.

You may be thinking “Why now?” In truth, we began the work of rebranding the company prior to the pandemic as part of a fulsome strategic review in late 2019. Not only did the pandemic delay the launch, it actually refined and improved core elements of both our strategy and our foundational statements. We learned a lot about ourselves over the past 15 months and it informed a different articulation of who we are, and who we want to be.

At the same time, the pandemic has exposed existing and new fault lines across the healthcare system. While challenging, we have the opportunity and obligation to collaborate with our partners and stakeholders to redefine what healthcare is and how it is delivered across this country. As the final line in our new Purpose states: “Together, we shape healthcare for the better.”

Our team members are looking beyond the pandemic to a new and exciting future. The same is true across the healthcare system as more and more of our resources are focused on addressing the post-pandemic realities ranging from emerging population health needs to the impact of future economic and funding constraints. CBI Health has worked hard to establish ourselves as a constructive, sector-inclusive thought leader and we look forward to more productive and innovative dialogue to solve these challenges and take advantages of these emerging opportunities.

Healthcare faces serious challenges and CBI Health wants to be part of the solution. Not just in our day-to-day work, but more broadly across the system. We want to go beyond to help shape healthcare in Canada. We look forward to using this opportunity to reframe legacy conversations and to work together with you and your organization to develop, execute and drive accountability to a better future for Canadians.

Thank you again for your continued support and collaboration with CBI Health these past two years. We are so excited to continue working with you.