Building for a healthy future [April 1990]

              Building for a
Healthy Future
Qfc The Moses H. Cone Group of Health Care Services [Gil
A
Document
of
Progress
NAME SELECTED FOR NEW HOSPITAL
The opening of the new hospital for women is still over six months away, but
the name for the new hospital is here today. It will be called:
THE WOMEN'S HOSPITAL OF GREENSBORO
The Board of Trustees selected the final name following a naming process which
was developed by a management group from Greensboro Hospital and the marketing
department. The process included soliciting employee and physician
suggestions, conducting community research and brainstorming.
The market research that was undertaken included several components. Ideas for
the new name were solicited from employees and physicians. While the ideas
submitted did not precisely identify a final name, they provided a basis for
developing a list of potential names.
An independent research firm conducted "focus groups" to solicit public input.
Tiiree groups of women of various ages were invited to discussion sessions to
offer their ideas. In the monitored sessions, concepts that were discussed
included geographic ideas, such as "Triad" and "Piedmont." The issue of how to
reflect the infant component of our new hospital was examined. It was
determined that to the general public, the word "infants" implied more than
newborns, and it left the impression that the hospital would have pediatric
services.
These focus groups had some very firm convictions. First, they thought the
word "women" should definitely be a part of the name. Secondly, they said the
name should be straightforward, not "cute." Thirdly, women from outside
Greensboro liked the word "Greensboro" as a part of the name. They said it
gave the hospital a clearer identity, and that Greensboro was synonymous with
quality in healthcare.
The Board of Trustees reviewed the results of the research. It gave strong
consideration to using some form of the Cone name in the formal title of the
hospital. After serious deliberation, it was determined that two "Cone"
hospitals in the community would be confusing. The Board decided that the new
hospital needed its own identity but that it was also important that to make
reference to the hospital's affiliation with Moses Cone in materials
distributed to the public.
In the coming weeks and months, this name will be shared with the public
through various meetings and other community efforts. We will share
information about the hospital, its mission and services. The name will be
first used in a booth about the new hospital at the Family Health Forum this
Saturday and Sunday.
In other areas, work on both the renovation and the program plan continues on
schedule. Within two weeks the third floor will be finished and opened. At
that time, construction will begin on the 30-bed neonatal intensive care unit.
Program plans are being finalized and budgets are being developed.
The search for an Executive Vice President for this new hospital is drawing to
a close. By the end of April the choice for this position will be made, and we
will be prepared to announce that decision.
As plans for The Women's Hospital of Greensboro continue to develop, and as
programs are refined, we will keep you informed. This is an exciting time
we watch our ideas take shape and become realities.
as
4/5/90