After an 18-month brand evaluation, the National Association of Public Hospitals and Health Systems has changed its name to America's Essential Hospitals (PDF).
That branding assessment convinced the organization that it needed to identify awareness of the essential services—including trauma and burn care, disaster response and emergency psychiatric services and research—that its member hospitals provide in their communities. The group also renamed the National Public Health and Hospital Institute, its research arm since 1988, to the Essential Hospitals Institute.
“NAPH has had a great name for 30 years, but the world has changed,” Dr. Bruce Siegel, president and CEO, said in a phone interview from Hollywood, Fla., where his organization is hosting its annual meeting. “We're now living in the era of the Affordable Care Act, and we think it's very important to have a clear name and brand that drives home how essential our members are to patients and communities.”