Tufts Medical Center: A New Face and a Simpler Name
Nicole Harrison, M'11
Even if you missed the giant banners in the atrium and the nearly overnight change in signs around the hospital, there are the ubiquitous ads in T stations to let you know--Tufts-New England Medical Center is now, simply, Tufts Medical Center.
The name change, which went into effect on March 4th, is the culmination of many months of brand research. The Medical Center administration hired a local marketing firm, PARTNERS+simons, to investigate how the center is viewed by patients and referring physicians. The firm also looked at the practices and perceptions of regional competitors, and asked patients and employees about the qualities that the Medical Center embodies and what makes the Tufts Medical Center unique in the region.
At the conclusion of their research, it was decided that the Tufts-New England Medical Center name was “too long and not memorable.” Furthermore, the length detracted from the Tufts brand, which was identified as the most important aspect of the brand. Ellen Zane, President and CEO of the Tufts Medical Center, said that the new name is intended to be simpler and to emphasize the “strong and enduring relationship between the Medical Center and Tufts University.”
Despite the fanfare surrounding the change to Tufts Medical Center, there has been no practical change in the relationship between the Medical Center and the Tufts Medical School. Contrary to some rumors, there has been no financial agreement between the institutions, and the Tufts Medical Center remains an independent, non-profit hospital. Though the hospital’s mission and relationship with the Medical School have not changed, its appearance and website have; Tufts Medical Center has adopted the color "Tufts University blue" and the domain name "tuftsmedicalcenter.org."
The reaction at the Medical School has been very positive. Deans Kulick and Kerle point to the current exceptionally close relationship between the leadership at the Medical School and the Medical Center; specifically, Dr. Rosenblatt and Ms. Zane are aligned in their visions for the two institutions. The name change was initiated by the Medical Center, but Dean Kerle says that the Medical School would encourage any of its affiliates to incorporate the Tufts name. Hospital staff has also responded positively to the change. Though one physician observed that it is always “heart-breaking” when an institution changes its name, the consensus is that simplicity is preferable and that this was a step in the right direction. Gerry Leahy, an admitting officer at the Medical Center for the past 30 years, observed that, in his experience, patients and the public have always thought of the Medical Center as “Tufts.”
In addition to the name change and emphasis on the Medical Center-School of Medicine collaboration, the Tufts Medical Center brand will focus on the access it provides to full-service adult and children’s hospitals on a single campus, and on the personal care provided to patients by the multidisciplinary care teams. These messages are being presented to the public in the “Here’s a Second Opinion” ad campaign that can be seen in downtown T stations, including one that may follow the Medical Center in adopting a new title: the administration is in discussions with the MBTA about changing the name of the New England Medical Center Station.