The 91探花 Academic Medical Center ( 91探花AMC) has a new name: 91探花Medicine. The new name was approved by the 91探花AMC Board at its Dec. 2 meeting. The Board was so enthusiastic about the new name that it is asking for 91探花Board of Regents approval to change it鈥檚 own name to the 91探花Medicine Board.
91探花Medicine also will be used for marketing 91探花clinical services previously advertised under the 91探花Physicians brand, according to John Coulter, associate vice president for medical affairs and chair of the 91探花Medicine Marketing Committee. Advertising containing the new name will take to the television airwaves early next year.
鈥� 91探花Medicine works well from a variety of standpoints,鈥� Coulter explained. 鈥淚t鈥檚 short, highly descriptive and encompasses both the clinical and basic science aspects of our mission.鈥�
Coulter noted that the 鈥渁cademic medical center鈥� terminology has long been a major source of confusion to those unfamiliar with the 91探花medical organization, and even to those within the University. The 91探花AMC includes two 91探花owned and/or managed teaching hospitals, each with the words 鈥渕edical center鈥� in their name: Harborview Medical Center and 91探花Medical Center. It also includes the 91探花Physicians Neighborhood Clinics and the School of Medicine.
鈥淲hile retaining their separate names as before, all of these entities now are united under the banner of 91探花Medicine,鈥� Coulter said. Use of the new name has been approved by the Office of the Vice President for Medical Affairs, he added.
The new name is already in use on the former 91探花AMC web site and the 91探花home page, and soon will be featured in television and newspaper advertising in place of the 91探花Physicians brand.
鈥淭he ads will be very different from any other health-care advertising out there right now, and they will speak directly to who we are as an organization: a group of very special individuals who have decided to devote their lives to academic medicine,鈥� said Coulter. 鈥淲hatever our roles 鈥� teachers, researchers, clinicians or staff 鈥� those associated with 91探花Medicine understand the sanctity of medicine in people鈥檚 lives.
鈥淭he advertising will make this very clear in ways that not only speak to the public but that also should instill added pride among those of us who actually are part of 91探花Medicine,鈥� he added.
For now, 91探花Medicine鈥檚 only logo will be what鈥檚 known as a 鈥渢ype treatment鈥� with no accompanying graphic device: just the words in a specific font. The 鈥淯W鈥� in 91探花Medicine matches the new 91探花adopted this fall by University Relations.
The process of conversion to the new name and graphic treatment will be 鈥渆volutionary,鈥� and may affect a number of applications, from business cards to letterhead and signage. For most within 91探花Medicine, business cards and stationery should stay the same unless such items currently include the words 鈥�91探花 Academic Medical Center.鈥� If they do, when existing stocks run out, the words 鈥� 91探花Medicine鈥� should replace the old name. The new name鈥檚 type treatment also will start replacing the familiar purple-and-gold 91探花Physicians logo everywhere except the 91探花Physicians Neighborhood Clinics and the 91探花Physicians practice plan.
91探花Medicine is working with the Seattle advertising firm, THINK, in developing the ads and naming strategy. THINK鈥檚 Bill Toliver has been a frequent attendee at scores of small and large meetings across 91探花Medicine in recent months to explain the ad campaign and naming strategy and to hear ideas from countless individuals.