New name can sharpen a hospital's image--or diffuse checkered past

Hospitals change their names for a variety of reasons. Some seek a new identity that conveys a wider range of services; others need a new moniker as a result of a merger; still others hope a change can help the facility erase past problems. Whatever the case may be, a hospital's decision to change its name has evolved from a mere technical formality to a competitive, and often costly, marketing strategy.