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How a New York hospital chain overhauled its brand

By Ad Age  
   January 20, 2017

A decade ago, North Shore-LIJ Health System, a New York-based health care system with 21 hospitals and 61,000 employees, was suffering from name fatigue. The system's seven-word moniker, which some likened to a mouthful of marbles, was challenging for even the most articulate of speakers, including prominent local politicians.

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