Why hospitals change their brands

05/6/2013 | American City Business Journals

Hospitals are launching campaigns to change their images, and a number of common factors help explain a trend whose examples include the renaming of Prince William Hospital in Manassas, Va., to Novant Health Prince William Medical Center. Hospitals want to communicate the scope of their reach and their resources, emphasize health over illness, use a common brand across entire systems, highlight care quality and reflect changes in the health care system that are creating increasingly integrated provider networks.

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