Edward Health Services Changing Name to Edward-Elmhurst Healthcare

The announced merger between Edward Health Services and Elmhurst Memorial Healthcare will result in Edward changing its name to Edward-Elmhurst Healthcare before July 1 to oversee the new three-hospital system, Crain's Chicago Business reports.

However, according to the paper, the hospitals (Edward Hospital in Naperville and Elmhurst Memorial in Elmhurst, as well as behavioral health facility Linden Oaks in Naperville) have suggested that they will likely operate under an entirely new name once the merger is finished.

Steve Gaither, president of marketing agency JB Chicago, which has worked with health-care clients, suggested to Crain's that if Edwards merges again and another hospital name gets added, "now all of a sudden it becomes a law firm ... it gets pretty chunky.”

Instead, the article suggests, the name may eventually become something more generic, focusing on a "philosphy of care." The hospitals have suggested that they will operate under a new name once the merger is finished.

A non-geographical name may attract patients from a wider area, Jeffrey Nemetz, CEO of Chicago-based marketing firm HBG Health Inc., told Crain's. 

“People no longer just go to the hospital in the back yard,” he added. “The goal is to get many people to come to you.”

Read the full story at Crain's Chicago Business.