The Broward Health Brand

The Broward Health Brand

In 2012, Broward Health simplified the names of several facilities to make them more easily identifiable and align with the overall Broward Health brand. The correct names of Broward Health hospitals are:

Broward Health Medical Center
(previously Broward General Medical Center)

Broward Health North
(previously North Broward Medical Center)

Broward Health Imperial Point
(previously Imperial Point Medical Center)

Broward Health Coral Springs
(previously Coral Springs Medical Center)

This is the final step in the process that began in 2007 when we became Broward Health.

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Frequently Asked Questions

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 vote finalized 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 building a common identity 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.

What are the changes?

Our oldest and flagship facility is now Broward Health Medical Center (previously known as Broward General Medical Center). It was a natural fit to change one word from general to our true focus, which is health.

Three names were simply shortened:

  • 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.

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.

Why did you change the names?

This is not a decision that was taken lightly. We 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, after the launch of the Broward Health brand in 2007, one common theme was that consumers still had a hard time identifying the facilities that make up Broward Health. This was our challenge and the main reason that a realignment needed to occur.

In fact, Broward General Medical Center 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 wanted every facility to leverage the power of the Broward Health brand and use their legal names formally in day-to-day operations.

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 did 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.

Will everything change to the new name and logo?

Yes. Every branded piece -- across the health system -- reflects the new and identity and logos. Lab coats, business cards, letterheads and other items were replaced as the stock depleted. Signage has been updated in nearly every location.

Why is one facility a "medical center" and the others "hospitals"?

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.

The terminology of hospital and medical center has been used interchangeably over the years throughout the nation.  In fact, every one of our hospitals/medical centers started out as hospitals.

In the case of our other three hospitals, the change from medical center makes sense when compared to the information above. In addition, 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 acronyms 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.

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