A plan to change the name of Broward General Medical Center, the county’s oldest hospital, and the names of three other public hospitals has physicians and others protesting.
Broward General will become Broward Health Medical Center, a change that will roll out this summer as part of an advertising campaign.
The three other public hospitals in the Broward Health system will lose the words “medical center” in their titles.
Coral Springs Medical Center will be Broward Health Coral Springs. Imperial Point Medical Center becomes Broward Health Imperial Point. North Broward Medical Center switches to Broward Health North.
The changes were approved late last month by a 4-3 vote of the governing board of Broward Health, North Broward’s tax-supported public hospital system, whose legal name is the North Broward Hospital District. The district adopted the new name in 2007.
Not everyone is happy about it, especially at Broward General, which celebrates its 75th birthday on Jan. 2.
“Broward General is a historic place. Broward General was the first hospital in Broward and has a historic name. Just a few years ago we were advertising that ‘I am a Broward General baby’ and now we are doing away with the name,” said David Di Pietro, a hospital commissioner who voted against the change. “I have a real problem with this. So do many of the doctors.”
Dr. Carrie E. Greenspan, an obstetrics and gynecology doctor and chief of staff at Coral Springs Medical Center, said doctors at her hospital were against losing the words “medical center” in the name, too.
“We believe that moving forward with the proposed changes would be a very big mistake,” Greenspan wrote in a letter to the commission. “Members of the community, particularly if they are new to the area, will not understand what “Broward Health — Coral Springs” means. It could be a clinic, a medical office building, a laboratory, a diagnostic facility.”
BRANDING TRUMPS HISTORY
Broward General was the county’s first public hospital, built in a remodeled apartment building with space for 45 patients. In 2010, it had 716 licensed beds, making it one of the nation’s top 20 largest public hospitals, according to Becker’s Hospital Review.
The name change is intended to downplay the perception of Broward General as a public hospital.
Commissioner Richard Paul-Hus said too many prospective patients stay away from Broward General because they believe it is a facility for the uninsured. “The idea was to create a brand that doesn’t suggest a public hospital,” Paul-Hus said.
Sara Howley, Broward Health’s marketing vice president, agreed that was part of the reason for the change. “People say, ‘That’s where you go when you don’t have insurance.’ We want them to understand we are so much more and by better marketing we can do that.”
Howley said streamlining the hospital names were necessary in an extremely competitive environment. She said it would enable the system to have more effective marketing campaigns unifying every hospital under the shorter, more memorable name Broward Health.
Howley pointed out that the University of Miami Health Systems, which has moved into Broward County, is now known as UHealth. The county’s other public hospital system, the South Broward Hospital District, changed its business name to Memorial Healthcare Systems years ago.
“Our names today are very long,” Howley said.
There has been a 56 percent increase in the name recognition of the four North Broward public hospitals in the five years since the conversion to the Broward Health name. “It went from almost zero,” Howley said.
The renaming will cost about $750,000 over four years. Some of the hospital signs were already wearing out and needed replacement anyway, Howley said. Stationery, medical forms, lab coats and other items with the hospital names on them will be replaced when the existing stocks run out. The cost of this is not included in the estimate because they would have been replaced anyway, she said.