New York hospital drops proposed rebranding plan following community discontent

Patchogue, N.Y.-based Brookhaven Memorial Hospital Medical Center axed plans to rename the 306-bed hospital Long Island Medical Center, Newsday reports.

Hospital officials told the publication BMHMC decided not to pursue plans to name the hospital Long Island Medical Center after receiving community feedback indicating the proposed name did not reflect the institution's mission.

Officials said neighboring New Hyde Park, N.Y.-based Northwell Health also expressed concern about the potential name, claiming it was similar to its New Hyde Park-based hospital Long Island Jewish Medical Center. However, BMHMC said Northwell Health's concerns were not a factor in its decision-making.

"While we are respectful of Northwell's concerns, it didn't impact our decision regarding our name change," a BMHMC spokesperson told Newsday.

BMHMC officials said they still plan to rebrand the hospital, but did not disclose any potential alternative names. Officials said in February the health system had been working on rebranding for more than a year.

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