Gastonia, N.C.-based CaroMont Health's provocative new slogan, "Cheat Death," is receiving mixed reviews from employees, physicians and community members, according to a Charlotte Observer report.
The health system rolled out the slogan yesterday as part of its rebranding campaign, which includes the renaming of Gaston Memorial Hospital to CaroMont Regional Medical Center.
"Cheat Death" was inspired by a recent listing of the healthiest counties in each state, compiled by the Robert Wood Johnson Foundation. In North Carolina, Gaston County ranked 81st out of 100 counties. CaroMont Regional President and CEO Randy Kelley said there is a "healthcare crisis in Gaston County," and the system needed an "audacious and provocative rallying cry," according to the report.
In the report, County Commissioner Jason Williams said some stakeholders have expressed disappointment in the new tagline, including some physicians who believe it "cheapens their field."
In a county that is generally socially conservative, the "Cheat Death" slogan has also prompted some backlash for its religious undertones. One minister in the county found it to be "blasphemous," the commissioner said in the report. Mr. Williams said he doesn't think it's too late to step back and reassess the slogan.
Branding Strategy Unites System: Q&A With Novant Health CEO Carl Armato
7 Hospitals, Health Systems That Recently Changed Names, Brands
The health system rolled out the slogan yesterday as part of its rebranding campaign, which includes the renaming of Gaston Memorial Hospital to CaroMont Regional Medical Center.
"Cheat Death" was inspired by a recent listing of the healthiest counties in each state, compiled by the Robert Wood Johnson Foundation. In North Carolina, Gaston County ranked 81st out of 100 counties. CaroMont Regional President and CEO Randy Kelley said there is a "healthcare crisis in Gaston County," and the system needed an "audacious and provocative rallying cry," according to the report.
In the report, County Commissioner Jason Williams said some stakeholders have expressed disappointment in the new tagline, including some physicians who believe it "cheapens their field."
In a county that is generally socially conservative, the "Cheat Death" slogan has also prompted some backlash for its religious undertones. One minister in the county found it to be "blasphemous," the commissioner said in the report. Mr. Williams said he doesn't think it's too late to step back and reassess the slogan.
More Articles on Hospital Branding:
"Cheat Death:" CaroMont's New Slogan Launches Community Health CampaignBranding Strategy Unites System: Q&A With Novant Health CEO Carl Armato
7 Hospitals, Health Systems That Recently Changed Names, Brands