5/8/2013 10:40:00 AM Gundersen Lutheran Health System makes name change
An organization with a long history in the Tri-state Region marked the start of a new era May 1. Gundersen Lutheran Health System will be rebranded as Gundersen Health System. The new name reflects the organization’s growth outside its traditional service area. “Identities evolve as organizations evolve. We are proud to say we’ve grown, and our Gundersen family now includes a number of affiliates and subsidiaries that were not part of our system just a few years ago. To make it easier for people to identify Gundersen services in their communities, it was important for all of them to have a common name. That name is Gundersen,” explains Pamela Maas, chief officer of Business Development and Marketing for Gundersen Health System. In addition, many of Gundersen’s affiliated organizations and subsidiaries have a reach far beyond western Wisconsin, southeastern Minnesota and northeastern Iowa. In these areas, “Lutheran” presented confusion for people who didn’t realize the organization was a healthcare system. That doesn’t mean the Lutheran name is going away completely. “The Lutheran name has long been part of the organization’s history, and Gundersen Lutheran Medical Center will continue to be the name of Gundersen’s hospital in La Crosse. People will see the Gundersen Lutheran Medical Center name associated with inpatient and outpatient hospital services provided on our La Crosse and Onalaska Campuses,” Maas added. The health system is taking a phased in approach with the new name. Patients and community members will begin seeing it in places like the Gundersen website, education materials and advertising this month. Signs throughout the health system will begin changing over to the new Gundersen name in May and will be installed over the remainder of the year. “Gundersen is where caring meets excellence. So, while our name may be a little different, our priority remains the same—providing the exceptional healthcare experience and outstanding care our patients and their families know and expect from Gundersen Health System,” Maas concludes.
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