Trade on your good name.
A hospital, healthcare system or medical organization that has achieved brand-name recognition should protect its moniker as a precious asset.
That's especially true in a topsy-turvy healthcare market overwhelmed with mergers, acquisitions, partnerships and integrated delivery networks.
Unfortunately, the pressure of internal politics is prompting newly formed health systems to introduce catchy names that have little to do with history, heritage and decades of accumulated goodwill.
In some cases, these contrived names are selected to signal a fresh start for a new kind of healthcare delivery. In others, a name is picked to placate staff and supporters of an acquired institution. Whatever the reason, in most instances a neutral new name only confuses the public.
Last week's Marketing column by Mary Chris Jaklevic examined the perils of brand management. Ambiguously named systems in Cleveland, Denver and San Jose, Calif., already have returned to their roots by renaming themselves after their most recognized hospital. A strong brand name conjures up a dynamic and positive image. In a quality-driven healthcare world, a well-established name can help drive customer loyalty and build staff pride. Use it, don't lose it.