National Jewish Medical and Research Center has changed its name to National Jewish Health, effective immediately.
“Simply put, this isn’t just about a name change,” says National Jewish Health President and CEO Dr. Michael Salem. “National Jewish has been a leader in innovation and medicine for more than 109 years.
“This change signals our determination to usher in the era of preventive and personalized medicine.
“As we implement our 10-year strategic plan, we are growing beyond the concept of a traditional medical and research center. The name change reflects a multifaceted initiative called Science Transforming Life to better meet the changing face of health care in America.”In 2008, US News & World Report has named National Jewish as the top respiratory hospital in the nation for the 11th consecutive year.
According to Dr. Salem, National Jewish Health will invest more than $40 million to continue to be the global leader in the treatment and research of respiratory, immune and related diseases.
In addition, it will expand the breadth of its services through the newly developing disciplines of personalized medicine.
“Our vision is to closely integrate our basic research programs and advanced diagnostic capabilities with our outstanding clinical services to provide the best possible care and research not only for residents of Colorado, but also for patients who come to us from across the nation and around the world,” he says.
Dr. Salem adds, “The name change is an evolution of who we already are. We have been “National Jewish” since the beginning, but we have modified our name six times in our 109-year history with revised descriptors that reflected the growing vision and scope of our activities.”
The hospital now includes health in its name to connote the preventive, personalized medicine approach envisioned in the institution’s strategic plan; to better reflect the expanding healthcare network that National Jewish has opened in recent years in Highlands Ranch, Englewood, Littleton (sleep center), Broomfield (sleep center), and the Aspen Valley; as well as its partnership to staff and manage the intensive care unitze Rose Medical Center.
The word also conveys the growing behavioral change programs for tobacco cessation and weight-management, which address on a national level the two leading causes of behavior-associated preventable death in the US, and the unique Kunsberg School on the main health campus, which is a free K-8 day school for children with chronic illnesses.
The new brand promise, Science Transforming Life, emphasizes the institution’s commitment to scientific discovery, and the belief that those discoveries will transform the lives of patients.
The logo has been designed to communicate on multiple levels, including the concept of science (based on the well known DNA helix and caduceus shapes), transformation (the orange fire of discovery) and life (the human form).
“We believe National Jewish Health, the brand promise and our new logo strike just the right balance between our history and our future, as well as our strong commitment to science as a means of improving the lives of our patients,” says Dr. Salem.
The new naming and brand strategy was created under the direction of Denver-based Monigle Associates, and will be implemented over time with a variety of in-house and external communications partners.
