Bartholomew Hospital Essay

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SSUE: - what criteria should be applied in selecting a new name and change on the corporate identity of bartholomew county hospital? - what name and visual identity is most appropriate for bartholomew county hospital considering the changes to be undertaken in the positioning and corporate identity of the company? AREAS OF CONSIDERATION: 1) Background & Environment a. BCH is located in Columbus CRITERIA: 1) to be perceived by the gen public as a premier health care supplier 2) location and geographical consideration that 32% of BCH's inpatients were residents of other counties 3) "Hospital" was accepted by the general public, who were primary customers that BCH needed to attract vs "Medical Center" as accepted by the medical staff and BCH needed to attract health care specialists. - this should be weighed carefully as to which is much more important the hospital image from the gen public or from the medical staff. 4) for visual identity, as a whole what services BCH is able to provide currently and will be providing in the future - would it entail conventional service (cross), or services focused on birthing/ flow of life (waves), or healthy and life-giving services(sun) RECOMMENDATION: 1) the company should take out the "bartholomew county" from its name - because accdng to the consumer focus group comments it is a name difficult to remember and spell. It also implies that only residents of Bartholomew County were eligible to use the hospital facilities. 2) "Columbus" should be considered as part of the name- since one of the major visual identity change of BCH was devoted to a $40 million new building inspired by the public architecture in Columbus 3) "Regional" may also be a good addition to the new name-because this would help in taking the local name implication out of the scene and would give the hospital a bigger opportunity to market

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