Health System Redefines its Brand for 9 Hospitals and 20 Health-Related Businesses Under the MedStar Banner
For Immediate Release
Contact: Johnny Hagerman
Columbia, MD – February 22, 2012 – MedStar Health recently announced the rebranding of its network of hospitals and 20 health-related businesses throughout Maryland and the Washington, D.C., region under the MedStar name. Capitalizing on more than 12 years of developing an integrated healthcare delivery system, the new branding better positions MedStar and its entities as the trusted leader for healthcare in the market.
“Our individual facilities have built strong historical identities for providing excellent health care in the communities they serve. Now each will share in the strength of being part of something significantly bigger,” said Kenneth Samet, President and CEO of MedStar Health, “By coming together under one brand, we build on our collective strength for the long term – which helps us remain financially strong, attract and retain the best workforce, and continue to invest in technology or facilities so our patients get the best care available in the region.”
In a healthcare system with 27,000 associates and 5,600 affiliated physicians, MedStar is better connecting its comprehensive scope of services by adopting a “co-branding strategy” that adds MedStar to each hospital name and entity organization:
- MedStar Franklin Square Medical Center
- MedStar Georgetown University Hospital
- MedStar Good Samaritan Hospital
- MedStar Harbor Hospital
- MedStar Montgomery Medical Center
- MedStar National Rehabilitation Network
- MedStar St. Mary’s Hospital
- MedStar Union Memorial Hospital
- MedStar Washington Hospital Center
- MedStar Family Choice
- MedStar Health Centers
- MedStar Visiting Nurse Association
- MedStar Institute for Innovation
- MedStar Health Research Institute
MedStar used this branding effort as an opportunity to test current names with consumers. As a result, two hospitals will have new names: Montgomery General Hospital will now be known as MedStar Montgomery Medical Center, and Franklin Square Hospital Center will now be known as MedStar Franklin Square Medical Center. MedStar National Rehabilitation Hospital’s name will remain the same, but its extensive system of outpatient providers and services will be known as MedStar National Rehabilitation Network.
“In an evolving healthcare market, the timing was right to examine our strengths collectively and determine a course to better articulate the depth and breadth of our services as an integrated healthcare delivery system. Simplifying this for consumers with our new branding is just one step in our long-term strategy to be the trusted leader in caring for people and advancing health,” said Samet.
Market research among consumers throughout the region identified MedStar’s strengths as: creating knowledge through research and learning, and adapting it in the clinical setting; superior points of access for patients (with more than 100 community locations); and a reputation for and commitment to compassionate care.
These three major strengths – knowledge, compassionate care and access – are the foundation for MedStar Health’s rebranding, which has led to the new system-wide tagline: Knowledge and Compassion…Focused on You.
In the coming weeks, MedStar will introduce the new branding to the community in a series of television spots, print ads and online advertising.
“Our goal with rebranding is to help consumers better identify with MedStar’s overall size and scope, which is significant – and why that translates to better, more coordinated care for our patients,” said Edward S. Civera, chair, board of directors, MedStar Health, “There has never been a more exciting time to be part of the MedStar family.”
About MedStar Health: As the largest healthcare provider in the Maryland-Washington, D.C., region, MedStar’s nine hospitals, MedStar Health Research Institute and 20 other health-related organizations are recognized regionally and nationally for excellence in medical care. MedStar Health combines the best aspects of academic medicine, research, innovation and treatments with a complete spectrum of clinical services to advance patient care. MedStar has one of the largest graduate medical education programs in the country, training more than 1,100 medical residents annually and is the clinical research partner of Georgetown University. As a $4 billion, not-for-profit, regional health care system based in Columbia, Md., MedStar is one of the largest employers in the region. Our 26,000 associates, including more than 6,700 nurses and 5,600 affiliated physicians, support MedStar Health’s patient-first philosophy that combines care, compassion and clinical excellence with an emphasis on customer service. Visit us at www.medstarhealth.org.
About MedStar National Rehabilitation Network: Since opening its doors in 1986, MedStar National Rehabilitation Hospital has grown from a single hospital to become MedStar National Rehabilitation Network offering inpatient, day treatment and outpatient services in Washington, D.C., Maryland and Northern Virginia. The Network provides comprehensive programs specifically designed to aid in the rehabilitation of individuals recovering from stroke; brain injury; spinal cord injury and disease; cancer; and other neurologic and orthopaedic conditions including sports injuries. MedStar National Rehabilitation Hospital is a private, not-for-profit facility with 137 beds and approximately 2,200 admissions per year located in Northwest Washington, D.C. We treat patients from the age of 6 and up and our pediatric unit — the National Center for Children’s Rehabilitation — is a joint service with Children’s National Medical Center. The MedStar NRH Rehabilitation Network provides over 350,000 ambulatory visits annually at almost 30 outpatient locations in Washington, D.C., Maryland and Northern Virginia. For more on MedStar NRH, log on to nrhrehab.org.