System executives say they hope the name change will create more of a buzz than its corporate brand. They aim to emphasize the academic standing of the system and create a national brand similar to that of institutions such as the Cleveland Clinic and the University of Pittsburgh Medical Center, according to the report.
The 16-hospital system, which has annual revenue of nearly $3.8 billion, has grown significantly in recent years. Some of the system’s oldest hospitals, such as Methodist and Riley in Indianapolis, and Ball Memorial in Muncie, will retain their names but will have a new tagline that incorporates the IU brand. Newer hospitals in the system will change their names to directly incorporate IU Health, according to the report.
Read the Indianapolis Business Journal report on Clarian Health‘s name change.
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