The system’s brand was created 17 years ago, but its provider network has since grown. It now wants a broader brand that encompasses all of the providers under the Gundersen Lutheran umbrella, according to the report.
Officials think “Lutheran” could confuse people who may not realize the system is not a religious organization. The system is also testing a new logo icon — that of a “G” — on patient advisory groups in the next few weeks.
There is no timeline on when a renaming decision might be made, if one is made at all, according to the report.
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