The 蘑菇视频 Academic Medical Center (蘑菇视频 AMC) has a new name: 蘑菇视频 Medicine. The new name was approved by the 蘑菇视频 AMC Board at its Dec. 2 meeting. The Board was so enthusiastic about the new name that it is asking for 蘑菇视频 Board of Regents approval to change it鈥檚 own name to the 蘑菇视频 Medicine Board.
蘑菇视频 Medicine also will be used for marketing 蘑菇视频 clinical services previously advertised under the 蘑菇视频 Physicians brand, according to John Coulter, associate vice president for medical affairs and chair of the 蘑菇视频 Medicine Marketing Committee. Advertising containing the new name will take to the television airwaves early next year.
鈥溎⒐绞悠� 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 蘑菇视频 medical organization, and even to those within the University. The 蘑菇视频 AMC includes two 蘑菇视频 owned and/or managed teaching hospitals, each with the words 鈥渕edical center鈥� in their name: Harborview Medical Center and 蘑菇视频 Medical Center. It also includes the 蘑菇视频 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 蘑菇视频 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 蘑菇视频 AMC web site and the 蘑菇视频 home page, and soon will be featured in television and newspaper advertising in place of the 蘑菇视频 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 蘑菇视频 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 蘑菇视频 Medicine,鈥� he added.
For now, 蘑菇视频 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 鈥溎⒐绞悠碘�� in 蘑菇视频 Medicine matches the new 蘑菇视频 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 蘑菇视频 Medicine, business cards and stationery should stay the same unless such items currently include the words 鈥溎⒐绞悠� Academic Medical Center.鈥� If they do, when existing stocks run out, the words 鈥溎⒐绞悠� Medicine鈥� should replace the old name. The new name鈥檚 type treatment also will start replacing the familiar purple-and-gold 蘑菇视频 Physicians logo everywhere except the 蘑菇视频 Physicians Neighborhood Clinics and the 蘑菇视频 Physicians practice plan.
蘑菇视频 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 蘑菇视频 Medicine in recent months to explain the ad campaign and naming strategy and to hear ideas from countless individuals.