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October 15, 2004
Medical City Announces 'Medical City Children's' as Sister Brand
Consistent branding across the two hospitals emphasizes care available for all stages of life

As the latest step in Medical City’s ongoing branding effort, the hospital has branded its pediatric hospital as “Medical City Children’s.” The name and logo, unveiled today, replace the existing name, North Texas Hospital for Children. Medical City’s new sister brand reflects the uniqueness of having adult and pediatric hospitals on a single campus, essentially as a hospital within a hospital.

“We launched the Medical City brand in spring 2003,” said Carol Ansley, vice president of business development at Medical City. “Establishing Medical City Children’s as a sister brand to Medical City makes perfect sense, as we’re the only health care facility in North Texas with both adult and pediatric hospitals on one campus. We want the community to know we have the resources to care for them at all stages of their lives.”

Comprehensive research performed in 2002 showed that while the hospital was very well known within the medical community and many of its programs had national and international reputations, the hospital’s name was not nearly so well known locally. To address this issue, the name Medical City Dallas Hospital was shortened to “Medical City” and a multi-media community awareness campaign was launched in April 2003.

“Our research also found that we are a hospital of specialists,” said Ansley. “We offer more than 95 medical specialties which is the broadest range of medical specialties at any hospital in North Texas, and the physicians who practice here are some of the top specialists in their fields.”

This year, the hospital has launched several brand extensions including Medical City Heart, Medical City Women’s, and Medical City Cancer.

“Consistency is the key to building a strong brand,” said Jan Deatherage, principal of Dallas-based R&D Thinktank, the agency responsible for Medical City’s ongoing branding and advertising campaigns. “The two brands, Medical City and Medical City Children’s, represent how the hospitals work together to care for patients at every stage of life.”

Some examples of this collaborative effort include:
  • The hospital’s Stem Cell Transplantation and Research Program’s recent accreditation from the Foundation for the Accreditation of Cellular Therapy (FACT) in both adult and pediatric stem cell transplant services;
  • The designation as a Magnet Hospital by the American Nurses Credentialing Center for the adult and pediatric hospitals;
  • The new hotel-style room service, City Gourmet, which is available to all patients;
  • And the ability to provide immediate and highly specialized care for both mom and baby following a difficult birth. No other hospital in the D-FW Metroplex offers the broad range of specialized services not only for adults, but also for infant patients who may be born with complex medical problems, including congenital heart, craniofacial and neurological issues. This enables both parents to be with their newborn and alleviates the stress of families traveling back and forth between two separate adult and pediatric hospitals.

Coinciding with the new brand, the Medical City Children’s website also has undergone a major redesigned launched can be found at www.MedicalCityChildrens.com.

A $500,000 multi-media campaign supporting the new Medical City Children’s brand will begin in January 2005. Employees will get a preview of the creative in December when R&D Thinktank presents billboards, broadcast radio spots, and print magazine and newspaper ads in a round of town hall-style employee forums held quarterly at the hospital.

Also in 2005, the hospital will begin construction on a new children’s tower. The new state-of-the-art facility will be built on the site of the existing emergency department and will house six floors dedicated to pediatric care. Part of Medical City’s ongoing $212 million expansion and renovation program, construction on the new tower is scheduled to start in the spring.

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