Every year on May 5, health care professionals around the world recognize World Hand Hygiene Day, a global movement led by the World Health Organization (WHO) to raise awareness about the importance of hand hygiene in health care.
Coming together as a single, integrated health care system focused on enhancing patient impact is the reason Partners HealthCare is changing its system name to Mass General Brigham. A systemwide, cross-functional team is involved in the branding efforts, and they are working on a process for how to best roll this out, always keeping patients and clinical care as the top priority. Here, Partners leadership addresses a few of the questions that have come up.
Why is it important to rename the system?
The new name builds on the reputations of the world-class academic medical centers who founded the system and fosters a greater sense of the connectivity for all our institutions. The name has meaning to people. We can create a clearer sense of how all parts of our system work together for our patients.
Many employees took the brand survey. Patients did as well. What did you learn?
While we tested several options for names, the clear favorite was Mass General Brigham. In fact, the two hospital names are so strong that when placed together there’s no need for what we’d call a “qualifier,” like system or health.
What has been the focus since the Partners Board voted in late November to change the name?
There’s been a tremendous amount of work happening since the Board vote. One important focus is linking the new name to the systemwide strategy created by leaders across the system. We are developing a graphic identity, or logo, to accompany our new name, and we are completing a comprehensive inventory of all areas where our names appear – such as buildings and web properties. This early work is the foundation of planning for how we will bring the new name and identity to our patients locally, across the country and globally.
Should we start using the new name now?
It is great to see the enthusiasm for the new name, and some have already begun to use Mass General Brigham. It’s fine to show pride in the new name by using it internally, but we are still working out details for its use externally. Expect lots of excitement for the formal name change later this spring.
There has been a lot of talk about cost. What should we know about that issue?Branding the system will require investment, but that is all part of the planning that is being thoughtfully discussed. It is worth noting that branding is an important component of how we relate with our patients and our communities. That is why you are seeing and hearing so much more from other health care systems around the country.
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