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The joint operating agreement between East Carolina University’s Brody School of Medicine and Vidant took effect Jan. 1, a major step as the two organizations prepare to clinically integrate as ECU Health.

Under the agreement, Brody School of Medicine and Vidant will remain separate legal entities, but will integrate under the shared ECU Health brand.

The ECU Health logo will be revealed this spring and the rebranding process for most Vidant entities and ECU Physicians practices will begin soon after. Rebranding is expected to take several months to complete. Brand advertising campaigns will begin around summertime.

“The new year marks an important and exciting chapter for health care in eastern North Carolina,” said Dr. Michael Waldrum, CEO of Vidant Health and dean of the Brody School of Medicine. “2022 will be a year of transformation for Vidant and Brody as we create ECU Health and position ourselves as the national academic model for providing rural health care. Together as one, ECU Health will have profoundly positive impacts on the health and well-being of those we serve.”

Vidant Beaufort Hospital in Washington is among the Vidant properties that will rebrand to ECU Health.

The agreement “allows the two organizations to more effectively and efficiently address current issues facing the region – such as health disparities and care delivery obstacles – while also better anticipating future health care and educational needs,” according to a press release.

“The close partnership between Brody and Vidant created a strong foundation upon which to build ECU Health,” said Dr. Jason Higginson, executive dean of Brody. “The ability to combine academic excellence with high-quality, state-of-the-art health care delivery will elevate care, research and education opportunities available to the people of eastern North Carolina. We look forward to continuing to work together and introduce ECU Health to the community later this year.”