Growing the Broward Health brand

Submitted by Jennifer Smith

FORT LAUDERDALE, FL – As part of a five-year branding campaign, Broward Health is renaming four of its hospitals. Broward Health’s hospitals will now be known as:

• Broward Health Medical Center (formerly Broward Health Broward General Medical Center).
• Broward Health North (formerly Broward Health North Broward Medical Center).
• Broward Health Coral Springs (formerly Broward Health Coral Springs Medical Center).
• Broward Health Imperial Point (formerly Broward Health Imperial Point Medical Center).

Broward Health Weston, Broward Health Physician Group and Broward Health Foundation names will remain unchanged. The strategic re-alignment was approved by the Broward Health Board of Commissioners at its March 2012 board meeting.

“Change is never easy. But this small change will bring our brand tighter together, allowing consumers to better identify Broward Health facilities and allow us to do more system-wide marketing and communications, such as the current Powerful Medicine campaign you’ve seen on billboards, television, print and online,” said Frank Nask, President/CEO, Broward Health.

As an organization, Broward Health was born nearly five years ago. The decision to more closely align the hospitals under the Broward Health name is the final step in the process that began in 2007 when the North Broward Hospital District began doing business as Broward Health.

“While the overall name adjustments and logo tweaks will be subtle, their impact will go beyond merely aligning our constituent parts under the stronger Broward Health brand,” Nask said. “The strategic decision to leverage the strength of the system brand will allow Broward Health to continue to thrive as a unified health care organization sharing a common identity. We expect the realigned names to result in greater volumes, increased market share and consumer loyalty, while also fortifying the brand.”

Broward Health, providing service for more than 70 years, is a nationally recognized system offering world class health care services to our neighbors in South Florida. For more information, visit BrowardHealth.org.