You have reached your limit of free articles this month.

Enjoy unlimited access to SpringfieldNewsSun.com

Starting at just 99¢ for 8 weeks.

GREAT REASONS TO SUBSCRIBE TODAY!

  • IN-DEPTH REPORTING
  • INTERACTIVE STORYTELLING
  • NEW TOPICS & COVERAGE
  • ePAPER
X

You have read of premium articles.

Get unlimited access to all of our breaking news, in-depth coverage and interactive features. Starting at just 99c for 8 weeks.

X

Welcome to SpringfieldNewsSun.com

Your source for Clark and Champaign counties’ hometown news. All readers have free access to a limited number of stories every month.

If you are a News-Sun subscriber, please take a moment to login for unlimited access.

Hospitals change names to reflect changing strategies


What’s in a name? A lot when you’re in the health care business, judging by the recent actions of several area hospital groups.

On June 13, Dayton Children’s announced it officially changed its name from The Children’s Medical Center of Dayton — a name its operated under since the 1970s — to Dayton Children’s Hospital.

Springfield is a major patient source for Dayton Children’s, which opened in 2012 a specialty care center here in partnership with Springfield Regional Medical Center.

Officials with Dayton Children’s said the name change coincides with the hospital’s recently completed strategic plan Destination 2020 that calls for the hospital to play a larger leadership role in improving the safety and health of local children.

The private physician-owned hospital Ohio Valley changed names earlier this year to Ohio Valley Surgical Hospital. It was previously called Ohio Valley Medical Center.

Springfield Regional Medical Center, which opened in 2011, was formed by the two former hospitals Community Hospital on High Street and Mercy Medical Center on Fountain Boulevard.

Other hospitals to make similar name-changing moves include Premier Health, the Dayton market’s largest health system. Premier Health Partners is now doing business as Premier Health, dropping the “Partners” from the end of the organization’s name. This is part of a rebranding effort that began in recent months, Premier Health spokeswoman Diane Ewing said.

The seemingly small changes are actually big endeavors. There’s a whole strategy behind the name and the message the hospital groups are hoping to convey, experts said.

And it’s expensive. Signs, letterhead, logos and signatures all must be changed.

A name is the first impression most people have of any organization, said Chris Eifert, principal and co-owner of Dayton marketing firm TriComB2B.

“Speaking very generally, nobody’s going to embark on a name change for no reason,” Eifert said.

There are many practical reasons to do it including a merger or acquisition. But “usually a name change reflects a change in strategic direction,” Eifert said.

And “it can take years to implement a name change in a complex business,” he said.

Ohio Valley Surgical Hospital opened in Springfield on West Main Street in 2009. It is a 24-bed, for-profit hospital for overnight surgical procedures. It also has same-day outpatient services including physical therapy.

“We were just open for three years and people were just always confusing us for just a surgery center and what we were really,” Ohio Valley President Steven Eisentrager said. “So to us, the clarity was we’re actually a registered hospital” that does more than 12,000 surgeries a year.

“This gives us a good foundation to do more publicity going forward,” Eisentrager said.

At Dayton Children’s Hospital, research found people associate more comprehensive and critical health care services with the word “hospital,” said Vicki Giambrone, vice president of strategic partnerships for Dayton Children’s. Moreover, when people search online, they are 70 times more likely to use the key words “children’s hospital” versus “medical center,” Giambrone said.

“Years ago, medical center was added to the names of many health care providers and systems because these providers wanted to communicate they had more services in the community,” she said. “While we have services throughout our 20-county service area, and both names could reflect all that what we do, parents and families associate more services like trauma and emergency and critical care, as well as comprehensive specialty services, with ‘hospital.’”



Reader Comments ...


Next Up in Business

Springfield native brings fashion show to Upper Valley Mall
Springfield native brings fashion show to Upper Valley Mall

The Upper Valley Mall will be the center of area fashion on Sunday, June 25. The second “Fashion. Forward. Fusion.” Fashion Show will gather designers from Springfield, Dayton, Cincinnati and Columbus to showcase their latest offerings, 5 to 7:30 p.m. at the former MC Sports location. READ MORE: Goat yoga craze stretches into Clark County...
Snapchat introduces location-sharing with Snap Map
Snapchat introduces location-sharing with Snap Map

Snapchat is introducing a new way to locate your friends with the Snap Map.  The social media platform announced the news this week, revealing that the location-sharing feature will allow friends to find each other or anyone in the world using its map.  “We've built a whole new way to explore the world! See what's happening, find your...
Dayton Air Show announces paved parking for 2017 show
Dayton Air Show announces paved parking for 2017 show

Organizers for the Vectren Dayton Air Show presented by Kroger provided tips for parking. All parking this year is on paved lots after heavy rains Friday made the grassy fields too muddy. Spectators entering or leaving the show via Interstate 75 Northwoods Boulevard (Exit 64) or National Road will be directed to one of four air show parking lots by...
JOB ALERT: Kroger to hire for 800 open positions at all locations
JOB ALERT: Kroger to hire for 800 open positions at all locations

Cincinnati-headquartered Kroger is hiring for 800 open positions at all Kroger locations. The grocery retailer is looking for new employees during a hiring event on Saturday from 11 a.m. to 4 p.m. at all Kroger stores. Positions are open in the following departments: deli, bakery, meat and seafood, Starbucks, grocery and ClickList. Interested applicants...
Goat yoga craze stretches into Clark County
Goat yoga craze stretches into Clark County

Clark County residents have a chance to take part in a new fitness craze, goat yoga, which combines traditional yoga with baby goats. The Smiling Prairie Goat Farm, 9697 Chenoweth Rd., South Charleston, is offering classes this summer. The next class will be 10 a.m. to noon Saturday. The cost is $25 a person. Sisters Jeri LaVielle and Linda Leonhard...
More Stories