2. To promote expanded services
Earlier this month, Mark Twain St. Joseph's Hospital in Calaveras, CA, announced it is rebranding under the name Mark Twain Medical Center, in order to communicate the organization's goal to become "more than just a hospital," as its CEO Craig Marks puts it.
The change in name and mission was emphasized three days later, when the organization opened its new cancer treatment center. Mark Twain is also employing the first trend in hospital rebranding by identifying its parent system, Dignity Health, in its tagline. Officially, the organization will be referred to as Mark Twain Medical Center—a member of Dignity Health.
Both of these tactics are a step in the right direction. While the change from "hospital" to "medical center" may seem small, it indicates to the public that the organization is moving forward with strength. And like Durham Hospital, the affiliation with a larger health system will likely positively affect the brand.
Similarly, Greenville Hospital System will become Greenville Health System in 2013.
"We're more than just a hospital," CEO Michael Riordan says. "We changed from hospital to health because that better connects with what we do. We have one of the largest integrated medical staffs in the state... and we wanted to start letting people know how comprehensive we are."
He's right; the word health is more encompassing than hospital. It also ties in with our last trend.