Hospital Changes Name
You expect excellent patient care from St. Mary’s Hospital. Our services for you haven’t changed. What’s different now is our name: MedStar St. Mary’s Hospital.
MedStar Health announced recently the rebranding of its network of hospitals and 20 health-related businesses throughout Maryland and the Washington, D.C., region under the MedStar name. Capitalizing on more than 12 years of developing an integrated healthcare delivery system, the new branding better positions MedStar and its entities as the trusted leader for healthcare in the market.
“Our individual facilities have built strong historical identities for providing excellent health care in the communities they serve. Now each will share in the strength of being part of something significantly bigger,” said Kenneth Samet, President and CEO of MedStar Health, “By coming together under one brand, we build on our collective strength for the long term – which helps us remain financially strong, attract and retain the best workforce, and continue to invest in technology or facilities so our patients get the best care available in the region.”
In a healthcare system with 27,000 associates and 5,600 affiliated physicians, MedStar is better connecting its comprehensive scope of services by adopting a “co-branding strategy” that adds MedStar to each hospital name and entity organization.
MedStar used this branding effort as an opportunity to test current names with consumers. As a result, two hospitals will have new names: Montgomery General Hospital will now be known as MedStar Montgomery Medical Center, and Franklin Square Hospital Center will now be known as MedStar Franklin Square Medical Center. MedStar National Rehabilitation Hospital’s name will remain the same, but its extensive system of outpatient providers and services will be known as MedStar National Rehabilitation Network.
“In an evolving healthcare market, the timing was right to examine our strengths collectively and determine a course to better articulate the depth and breadth of our services as an integrated healthcare delivery system. Simplifying this for consumers with our new branding is just one step in our long-term strategy to be the trusted leader in caring for people and advancing health,” said Samet.
Market research among consumers throughout the region identified MedStar’s strengths as: creating knowledge through research and learning, and adapting it in the clinical setting; superior points of access for patients (with more than 100 community locations); and a reputation for and commitment to compassionate care.
These three major strengths – knowledge, compassionate care and access – are the foundation for MedStar Health’s rebranding, which has led to the new system-wide tagline: Knowledge and Compassion”¦Focused on You.
MedStar is introducing the new branding to the community in a series of television spots, print ads and online advertising.
“Our goal with rebranding is to help consumers better identify with MedStar’s overall size and scope, which is significant – and why that translates to better, more coordinated care for our patients,” said Edward S. Civera, chair, board of directors, MedStar Health, “There has never been a more exciting time to be part of the MedStar family.”
Source: MedStar St. Mary’s Hospital
