Lahey Launches Rebranding Campaign
Name Change for Well-Known Healthcare Brand
Salem Evening News
By Paul Leighton Staff Writer
One of the country's most well-known health care brands is
changing its name.
As part of a rebranding campaign in the wake of its merger with
Beverly Hospital, Lahey Clinic is dropping the "clinic" from the
names of its hospitals in Peabody and Burlington.
The Lahey Clinic in Peabody will now be known as Lahey Medical
Center, Peabody, while the Lahey Clinic in Burlington will be
called Lahey Hospital & Medical Center, Burlington.
Beverly Hospital and Addison Gilbert Hospital in Gloucester will
keep their names.
Dr. Howard Grant, the CEO of parent company Lahey Health, said the
name changes are designed to make it clear to the public that the
facilities in Peabody and Burlington are hospitals, not outpatient
clinics.
"When I first came here two years ago, I was often surprised when
standing near the information desk that people were surprised to
hear they had actually entered a hospital," Grant said. "They
assumed they were just entering a clinic like the old Lahey Clinic
on Commonwealth Avenue (in Boston)."
The Lahey Clinic name has been around since 1923, when Dr. Frank
Lahey founded a group practice in Boston. According to a history of
Lahey on the organization's website, it was being described in
newspaper headlines 10 years later as the "world-famous Lahey
Clinic."
Grant said the Lahey Clinic name will be retained by the
organization's physician group, which has practices in northeastern
Massachusetts and southern New Hampshire.
"The 'clinic' name isn't going away," he said. "That's a very
important part of our heritage. In no way does (the name change)
diminish the legacy of the clinic."
Lahey Clinic and Northeast Health System merged in May, creating a
$1.3 billion organization with 1,200 doctors that will compete
against Partners Health Care for the health care market north of
Boston. Partners includes North Shore Medical Center in Salem and
the Mass General/North Shore Center for Outpatient Care in
Danvers.
Grant said there was no consideration to changing the names of
Beverly Hospital and Addison Gilbert Hospital. The only changes
will be the addition of a new Lahey logo and the tag line "A Member
of Lahey Health," to the hospitals' signs.
"Those institutions have marvelous reputations within their
communities," Grant said. "There was never a doubt in our mind that
it was important to retain that local identity."
As part of the branding campaign, Lahey Health has developed a new
logo and will start airing TV, radio and print ads. The new logo
features a green "L" based on the signature of Dr. Lahey.
Lahey Health hired a New York advertising agency, The Brand Union,
to work on the branding campaign. The Brand Union's clients include
Fidelity, Canon, Heineken, Ikea and Shell, according to its
website.
Lahey spokesman Scott Hartman would not disclose the cost of the
campaign. He said it "represents a significant investment for both
Lahey and Beverly compared to prior campaigns."
"In addition to advertising, we are employing cost-effective
methods, including social media, to educate the public about Lahey
Health and the services we provide," Hartman said.
Grant said the campaign will be an ongoing effort to educate the
public about what Lahey Health offers.
"Historically, there are a large number of patients that leave
their communities to go elsewhere for care in part because they
don't understand the quality and scope of care delivered right in
their own communities," he said. "Our goal is to keep as many
patients as possible at home for their care. It's more convenient
for patients, less costly, and it keeps jobs in the
community."
Staff writer Paul Leighton can be reached at 978-338-2675 or
pleighton@salemnews.com.
New names of Lahey Health facilities
Lahey Hospital & Medical Center, Burlington (formerly Lahey
Clinic Medical Center)
Lahey Medical Center, Peabody (formerly Lahey Clinic Medical
Center, North Shore)
Lahey Outpatient Center, Danvers (formerly Beverly Hospital at
Danvers)
Lahey Outpatient Center, Lexington (formerly Lahey Medical Center,
Lexington)
