Business Change Management

When is a hospital’s name just a name, and when does it stand for something bigger? And if a hospital changes its name but doesn’t follow it up with a well-thought-out branding and marketing plan, will consumers understand, or even care, what the new name represents?

Featured in today’s issue of FierceHealthcare is Dr. Andrea Simon’s latest article examining the importance of branding and re-branding in the healthcare industry, “3 Steps To Make A Hospital Name Change Stick,” a follow-up to her previous article, “Don’t Lose Your Hospital Brand When Changing Names.”

Are you a hospital thinking about changing your name? Not a problem. Just don't forget to hang onto your brand. It answers the key question: "Why You"? If you lose it you may have changed more than your name.

A wave of renaming activity has been taking place among healthcare organizations throughout the past two years. Our research shows almost 75 hospitals or healthcare systems have changed their names, and the list is still growing.

A wave of renaming activity has been taking place among healthcare organizations throughout the past two years, according to Andrea Simon, Ph.D. “Our research shows almost 75 hospitals or healthcare systems have changed their names, and the list is still growing,” she writes in her recent article, featured in FierceHealthcare.

Last week I attended the 18^th National Summit on Healthcare Marketing Strategies, consisting of 3 days of meetings which included both general sessions as well as breakout meetings centered around: Strategic Marketing, Customer Communication, Physician Strategies, Patient Experience and Interactive Strategies. You know, the usual stuff. Although some of this “stuff” was really good.