Partners HealthCare considers name change

Leaders at Partners HealthCare are considering changing the Boston-based health system's name to better reflect its academic medical centers, according to the Boston Globe.

One name being considered is Mass General Brigham Health, sources told the Boston Globe. However, no final decision has been made.

Health system officials told the Boston Globe market research will be conducted before a new name is chosen.

"It's a really important decision," Partners President and CEO Anne Klibanski, MD, told the Boston Globe. "How we present ourselves as a system that resonates with our patients, our care teams, our staff, our communities, and the world at large is incredibly important."

Rebranding costs could exceed $100 million if Partners chooses to ditch the name it adopted 25 years ago. Some Partners officials question whether a rebranding would be worth the cost, while others say it's important for the system's name to reflect its well-known hospital brands, such as Massachusetts General Hospital and Brigham and Women's Hospital in Boston.

"The name 'Partners' means something to people in the business community and government leaders, but it is not defining to patients," Ellen Lutch Bender, a hospital consultant, told the Boston Globe. "Rebranding is not a simple undertaking, but branding is very important to an organization — it frames corporate identity, it tells a story."

Access the full Boston Globe article here.

More articles on strategy:

Hospital leaders, take note: Employees learn best when they learn less, CEO of training startup says
Physician viewpoint: 8 commitments your organization should make to reduce burnout
Children's Hospital of Michigan Foundation rebrands to reflect statewide reach

Copyright © 2024 Becker's Healthcare. All Rights Reserved. Privacy Policy. Cookie Policy. Linking and Reprinting Policy.


Featured Whitepapers

Featured Webinars