In 2007, Broward Health embarked on a powerful strategy to strengthen our position as a national leader in healthcare excellence. We became Broward Health. Today, we are celebrating the final step in the branding process that began five years ago, as we realign our hospitals under the Broward Health brand.
We have conducted extensive research and found that while the community has embraced the Broward Health name because it truly represents our mission to provide quality healthcare to the residents of Broward County, many people still don’t identify our individual hospitals as Broward Health facilities. That’s why the final step in our re-branding process is so important. We want to simplify the names of several facilities to make it easier for the community to identify them:
Broward Health Broward General Medical Center
Broward Health Medical Center
Broward Health Coral Springs Medical Center
Broward Health Coral Springs
Broward Health Imperial Point Medical Center
Broward Health Imperial Point
Broward Health North Broward Medical Center
Broward Health North
This realignment will tighten our brand and the benefits of our unified system are transferred directly to the hundreds of thousands of patients we treat each year. Our patients know that no matter where they are treated in the Broward Health system, they are connected to a team of more than 2,000 of America’s best physicians and 8,000 committed healthcare professionals. This team approach includes sharing knowledge, medical records, expertise and technology that results in better outcomes for the patients we serve in our community.
Our facility names may have changed, but our commitment to excellence has not.
What’s going on with the Broward Health name?
In March 2012, the Board of the North Broward Hospital District voted to approve a proposal put forth by the hospital system’s staff to better align all the system’s hospitals under the name of Broward Health. The decision culminates the process that began in 2007 when the Broward Health brand was first created.
By bringing all of our facilities under the same name we are helping build a common identify so that the public can have a consistent perception of all of our facilities system wide. Additionally, the unified name reinforces the sharing of knowledge, medical records, expertise and technology that results in better outcomes for the patients we serve in our community.
What are the changes?
Broward General Medical Center is now Broward Health Medical Center. Our oldest and flagship facility will continue to provide some of the finest healthcare in the country. In fact, only one word is changing. It only seems natural to change only one word in their current name from general to our focus, which is health.
Three names are simply shorter to strengthen visibility:
- Broward Health Coral Springs Medical Center is now Broward Health Coral Springs.
- Broward Health Imperial Point Medical Center is now Broward Health Imperial Point.
- Broward Health North Broward Medical Center is now Broward Health North.
While these are the new names and will be reflected on the logos and graphics, it is important to note that Broward Health Coral Springs, Broward Health Imperial Point and Broward Health North should all be referred to as hospitals moving forward. All other facility names remain the same.
How did you come to this decision?
This is not a decision that is taken lightly. We have reviewed our annual research, performed phone surveys and focus groups as well as worked with consultants and our ad agency for the past five years. Consumers know the Broward Health name. In fact, it has more than 50% name recognition after only five years in the market which is excellent for a new brand. By contrast, The North Broward Hospital District never had recognition of more than 25%. Yet, one common theme after the launch of the Broward Health brand in 2007 is that consumers today still have a hard time identifying the facilities that make up Broward Health. This is our challenge and the main reason that a realignment needs to occur.
This video is a short clip from a focus group, highlighting the perception of "hub and spoke" within Broward Health.
In fact, Broward General Medical Center has never had more than 31% name awareness to consumers in its 75 year history. And prior to it being coupled with the Broward Health name it had a top awareness of less than 20%.
We tested and researched every possible option looking for the best way to build the brand and showcase all of our award-winning facilities. We want every facility to leverage the power of the Broward Health brand and use their legal names formally in day-to-day operations.
How was your research conducted?
Broward Health contracts with outside research firms to conduct focus groups, which is a form of qualitative research. To obtain feedback on the realignment of our facility names, we used focus groups that were comprised of both former patients and those who have not been treated by Broward Health in the last five years. The focus group participants were permanent Broward County residents living north of I-595, between the ages of 30 and 75 and were the decision maker in the home regarding the use/choice of physicians and hospitals. Our focus groups were representative of the population and comprised of 39 people, 17 women and 22 men.
Will Broward Health continue to treat patients who don’t have access to medical insurance?
Broward Health will continue our public mission of welcoming and serving patients who don’t have access to medical insurance. We do not have any plans to reduce access or levels of care to the uninsured or underinsured. Even during these challenging economic times, we continue to enhance services such as building a new facility to provide healthcare to the homeless; the Lillian S. Wells Center for Women; emergency services and state-of-the-art technology.
How do you fund all of this?
Broward Health provides 80% of the care to the uninsured and underinsured within the boundaries of the northern two-thirds of the County, more than all other hospitals combined. The funding from that care comes from two sources, tax revenues ($150 million) and operating revenues ($950 million). The operating revenue is comprised of revenue from insured patients, federal and state grants, investment returns and other sources. Without those non-tax revenues, we would be forced to seek higher taxes to fund are for the uninsured. Yet, quite the contrary, during the last five years Broward Health has proudly lowered dependence on tax revenues from $196 million to the current amount.
So is there a cost benefit to the realignment?
Attracting patients who do have insurance is critical to fulfilling our mission of welcoming and serving patients who do not have access to medical insurance. Our research, year after year, has shown that a significant number of people with medical insurance associate some of our existing brands in the system with care for uninsured patients only – a perception that may keep them from seeking care in our facilities. Being able to serve insured customers allows us to achieve the System’s public mission while limiting the burden on Broward County’s taxpayers.
Has there been a change in ownership?
There have been no changes in ownership or corporate structure. The name change is a strategic decision to strengthen Broward Health’s position as a regional and national leader in healthcare.
When will the name changes take place?
The strategic re-alignment was approved by the Board of Commissioners at the March 2012 board meeting. We started the launch immediately following the decision and the full turnover could take up to a year.
Will everything change to the new name and logo?
Eventually, every branded piece of all shapes and sizes will reflect the new and identity and logos. Lab coats, business cards, letterheads and other items will be replaced once the current stock has been depleted. Signage has been updated in many locations and we hope to have the signage completed at all affected facilities over the next few years. Existing materials should be depleted before ordering new materials.
How much will this cost?
The cost to market and promote this is already built into the current corporate marketing budget. Signage is a capital cost and budgeted separately. Many of the signs throughout Broward Health need replacement now since they were never replaced when we became Broward Health five years ago. Whether we realigned the names or not, signage needed to be replaced. This allows us the opportunity to change out signage without wasting dollars. Therefore, this is the perfect time to change out the signage and start with our fresh new names and look.
Why is one facility a "medical center" and the others "hospitals"?
Included in our research was extensive discussion on the terminology of hospital and medical center. It is used interchangeably over the years throughout the nation. In fact, every one of our hospitals/medical centers started out as hospitals. They have been changed over the years.
While there is a lot of research and data, the general understanding is that a medical center has a broader scope of services/specialties, and technology as compared to a hospital. Medical centers are associated with university/research/teaching affiliations and programs and tend to be the hub within a healthcare system. For these reasons it makes sense to continue to refer to our flagship facility as a medical center.
In the case of our other three hospitals, the change from medical center makes sense when compared to the information above plus it simplifies their names.
When you need to use a descriptive, when talking or writing:
- Broward Health Medical Center
- Broward Health Coral Springs Hospital
- Broward Health Imperial Point Hospital
- Broward Health North Hospital
Leaving the word hospital off of the graphic promotes little shortcutting and is less clutter.
What are the new acronyms we should be using for Broward Health facilities?
We use acronyms internally for all of our facilities. We have created a list of recommended acronyms, to help you learn the new names.