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Should Partners HealthCare Rebrand? Execs Mull Strategic Name Change

By HealthLeaders Media Staff  
   July 02, 2019

The health system's leaders are considering a rebranding initiative that could cost more than $100 million.

As leaders at Boston-based Partners HealthCare refine the organization's strategic path forward, they are reportedly considering a potential name change to emphasize the nonprofit's academic clout.

Anne Klibanski, MD, who was recently named president and CEO, told The Boston Globe that deciding whether to pick a new name for the state's largest health system—which includes Massachusetts General Hospital and Brigham and Women's Hospital—is a decision leaders don't take lightly.

"How we present ourselves as a system that resonates with our patients, our care teams, our staff, our communities, and the world at large is incredibly important," Klibanski told the Globe's Priyanka Dayal McCluskey.

One possible name under consideration is Mass General Brigham Health, a nod to the two teaching hospitals that founded Partners HealthCare 25 years ago, and the cost of a rebranding project could exceed $100 million, the Globe reported.

Related: Partners HealthCare Picks First Woman as President and CEO

Related: Partners Drops Bid to Acquire Care New England, at Governor's Urging

Photo credit: Anne Klibanski, MD (Provided: Partners HealthCare)

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