Gundersen Lutheran Health May Drop "Lutheran" From Name

Gundersen Lutheran Health System in La Crosse, Wis., may undertake a rebranding campaign that could involve dropping "Lutheran" from its  name, according to a La Crosse Tribune report.

The system's brand was created 17 years ago, but its provider network has since grown. It now wants a broader brand that encompasses all of the providers under the Gundersen Lutheran umbrella, according to the report.

Officials think "Lutheran" could confuse people who may not realize the system is not a religious organization. The system is also testing a new logo icon — that of a "G" — on patient advisory groups in the next few weeks.

There is no timeline on when a renaming decision might be made, if one is made at all, according to the report.

More Articles on Hospital Rebranding:

10 Hospitals, Health Systems That Recently Changed Names
10 Secrets of Top Hospital Marketers
Naming Challenges: When and Why to Consider a Brand Makeover


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