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Branding / Identity / Naming

As organizations change, grow and integrate, a question looms. What should the name be— existing, new, enhanced or otherwise? For health entities, should something follow the name—health, health system, health care, medicine, partners, network, alliance, or something else?

Great names promote brand promises

America's Physician Groups logo
Logo with words Oklahoma Children's Hospital - OU Health
OU Health: University of Oklahoma Medical Center

We maintain one of the world’s largest databases of brand identities and the why, how and results of organizational name changes. 


What We Do

Our marketing, advertising and other campaigns tell the story across multiple channels and ensure the brand is memorable, motivating, inspiring and a powerful reinforcement of the mission, vision and values.

  • Determine need
  • Set process
  • Conduct extensive research
  • Share countless examples
  • Help select brand, logo and tagline
  • Develop marketing and communications

Rhoda’s dissertation topic and decades of research, it includes thousands of name changes, rebranding rationale, processes, best practices, lessons learned and outcomes—dating back over a century.

Outdated names stymie efforts and cause market confusion. 

Engaging, memorable identities can cut through the clutter of words and sounds.

We renew, refresh, reposition and reenergize products services and people

Strong identities: Create emotional connection. Build buzz, loyalty and brand recognition.

Generate pride. Must be strong and stable enough to extend brands.

42 Tips for Building, Promoting a Hospital Brand 

In a session at the Becker’s Hospital Review annual meeting in Chicago, Rhoda Weiss, PhD, a national healthcare consultant, speaker, author and editor of Marketing Health Services Magazine discussed a number of healthcare marketing and communications strategies for hospitals.

“You don’t need a big budget to do marketing — you can have a smaller budget and still reach your brand positioning and marketing goals, because marketing is about relationships.”

- Rhoda Weiss, Ph.D.

Some of Our Rebranding Efforts for Health Systems, Hospitals and Organizations

Logo with letters OU and word Health

OU Health

Name change of several entities: 

OU Health from OU Medicine

University of Oklahoma Medical Center from OU Medical Center 

Oklahoma Children's Hospital from Children's Hospital of OU Medicine

OU Medicine and OU Health Sciences Center Announce New, Unified Brand

Logo with the word Beaumont

Beaumont Health

Name change to Beaumont Health results from need to select single identity for the merger of Beaumont Health System, Oakwood Healthcare and Botsford Hospital 

After Merger, All Hospitals Get Beaumont Name

Beaumont Health turns blue, renames Oakwood and Botsford hospitals

Logo with words University of Maryland Baltimore Washington Medical Center

Baltimore Washington Medical Center

Name change to Baltimore Washington Medical Center from North Arundel Hospital to better acknowledge its ever-increasing expansive services and location in the Baltimore-Washington corridor

Logo with words America’s Physician Groups

America's Physician Groups

New name, logo and tagline for CAPG/California Association of Physician Groups to America's Physician Groups reflects its large national membership. 

CAPG Rebrands to America's Physician Groups

Logo with words Cancer Center of Hawaii

Cancer Center of Hawaii

Name and logo for new Cancer Center of Hawaii venture among two health systems and prominent physician group demonstrates its wide geographic footprint.

Log with words Stanford Health Care

Stanford Health Care

Name change to Stanford Health Care from Stanford Hospital & Clinics reflects its comprehensive care and services as an integrated health care delivery system.

What Clients Are Saying

If you are looking for a research-driven approach to branding and naming of your institution, Rhoda Weiss and her team are the foremost experts in the country. The expertise brought to our organization surrounding the naming of Oklahoma Children’s Hospital and University of Oklahoma Medical Center brought broad-based industry knowledge combined with sound research. Additionally, the consultative approach to create the visual identity of OU Health brought forward a distinctive, world class brand to our market. If you are looking for the best, I highly recommend working with Rhoda and her team.

Jennifer Schultz, MBA, Senior Vice President of Growth and External Relations

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