September 24, 1999

MGH Pediatrics, long a cornerstone of care for families throughout the country, has undergone a name change. The MGH Board of Trustees approved its new identity – MassGeneral Hospital for Children – Sept. 17.

The name change resulted from a year-long market research study that indicated many people, both regionally and nationally, do not recognize that the MGH has extensive pediatric services. Based on these results and a continued commitment to family- centered care, the MGH has decided to promote all the services available to children and their families under one name. Several names were surveyed before the final choice was made.

"For many of us working in Pediatrics, the change in the name also better reflects what our service is," says R. Alan B. Ezekowitz, MBChB, DPhil, chief of the Pediatric Service at the MassGeneral Hospital for Children. "We are a full service pediatric health care provider with the ability to offer all the technologies and expertise that a general hospital can offer," says Ezekowitz. "The advantage to this is our overall ability to provide a continuum of care for illnesses that span age groups, as well as the continued ability to offer training programs for physicians in all subspecialties."

The name change supports the ongoing development of a Partners integrated child health network, which will provide personalized, family-centered care while ensuring availability of high-quality, cost-effective pediatric subspecialty services.

Plans are underway for an external marketing campaign in local newspapers and radio heralding the new identity. The new logo and name will appear throughout the fall in various communications to patients, referring physicians and hospital staff. The change will culminate at the beginning of next year with a celebration for employees and the launch of the public campaign. Watch Hotline for more information and updates.