Columbus Regional Healthcare System Launches New Brand

Columbus (Ga.) Regional Healthcare System has launched a new brand, including a new name, logo and tagline, according to a Ledger-Enquirer report.

The organization is changing its name to Columbus Regional Health and its tagline from "Your Health. Our Mission." to "Pursue Your Healthy" to emphasize the system's role in helping people live healthy lives in addition to treating the sick. The system is also changing the names of three of its four Columbus hospitals, its physician group and its foundation:

•    The Medical Center will become Midtown Medical Center.
•    Hughston Hospital will become Northside Medical Center.
•    Doctors Hospital will become Doctors Specialty Hospital.
•    Columbus Regional Physician Group will become Columbus Regional Medical Group.
•    Columbus Regional Medical Foundation will become Columbus Regional Health Foundation.

The John B. Amos Cancer Center will retain its current name.

Columbus Regional decided to change the name of Hughston Hospital to alleviate confusion around ownership of the hospital and other area medical facilities containing the name "Hughston," such as The Hughston Clinic in Columbus and Jack Hughston Memorial Hospital in Phenix City, Ala., according to the report. The new name, "Northside," reflects the location of the hospital.

The logo — a multicolored, five-point star — represents the five values that comprise the system's vision: attitude, commitment, enthusiasm, innovation and teamwork, according to the report.

While the new brand is effective Sept. 16, a public information campaign on the new brand will begin in October, and new signage is expected to be completed by the end of the year or the beginning of 2014, according to the Ledger-Enquirer.

More Articles on Health System Brands:

Could Hospitals Succeed In Population Health by Acting as "Demanding Brands?"
Conveying "Systemness" in a Brand: Legacy Health's Transformation
6 Tips on Rebranding a Community Hospital Under a Health System

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