Hospital Branding: A Resurgence in Rebranding: Remember, what's in a name?
Have you noticed it in your marketplace? Hospitals and health systems are undergoing a vast resurgence in new naming strategies. Here in the Chicago area, for example, we've seen Central DuPage Hospital and Delnor Health System come together as "Cadence Health." Provena Health and Resurrection Health Care have selected "Presence Health" as their new combined name. From corporate HQ in San Francisco, Catholic Healthcare West has become Dignity Health in their 40-plus markets in the U.S. The Ohio State University Hospital changed its name to Wexner Medical Center at Ohio State University. And, just recently St. Luke's Hospital in Allentown, PA announced it will now be known as St. Luke's University Health Network. These are only a handful of the many name changes happening in markets across the country. Why this surge? The reasons vary; from an onslaught of recent mergers to faith-based practices, from competitive positioning to donor recogni