What does a hospital's brand name mean?

In an era of surging competition, declining admissions and shrinking spending, it's becoming increasingly common for hospitals to have more than one name on the door. Many hospitals and systems are teaming up to attract patients, cut costs and polish their reputation for excellence, as Suburban did when it agreed to merge with Johns Hopkins, some 40 miles away in Baltimore, six years ago. Brand-name medical centers and their community counterparts benefit in different ways, experts say. "The big brands extend their geographic reach and presence. Smaller hospitals bask in reflected glory," says Stuart Seides, physician executive director of MedStar Heart & Vascular Institute in the District of Columbia, which in 2013 formed a "clinical and research alliance" with Cleveland Clinic.