WV University Healthcare announce new hospital names
Officials at West Virginia University Hospitals-East announced Monday that a new name has been selected for the Eastern Panhandle based health system and its two local hospitals.
Robert F. Baronner, Jr, chairman of the WVUH-East Board of Directors, revealed the new system name, University Healthcare, at an invitation only press event in the auditorium of the Robert C. Byrd Health Sciences Center.
The launch of the system’s new brand also included the announcement of the new hospital names, Jefferson Medical Center and Berkeley Medical Center, by Christina DeRosa and Anthony P. Zelenka, chief administrative officers at the hospitals.
Hospital management, physician leadership, board directors and community leaders gathered as Bruce McClymonds, president and CEO of WVU Hospitals in Morgantown, reflected on the journey that began in the 1990s with the establishment of the WVU School of Medicine in the Eastern Panhandle.
“The next big step in this journey was accomplished in 2005 when a new regional health system, WVUH-East, was created to bring City Hospital and Jefferson Memorial Hospital under one management and become a part of WVU Hospitals in Morgantown,” McClymonds said.
According to McClymonds, there was nearly unanimous agreement at that time to keep the names City Hospital and Jefferson Memorial Hospital. The name WVUH-East was added to recognize the partnership with the University connection.
Nearly two years ago, the name question was revisited and this time the answer was different. “We reached the conclusion that it was time to rebrand, so this became the next step in our journey which led us to today’s announcement. All agreed that it was essential to include the university connection in the name and that our hospitals have evolved into full-service medical centers, which needed to be clear in the names,” McClymonds said.
“The new name, University Healthcare, continues to reflect our strong bond with the University and WVU Healthcare, the state’s leading teaching medical center. It also more accurately represents us as the premier health system in our region,” he added.
In their remarks, Chief Administrative Officers DeRosa and Zelenka focused on improvements that have been made at both of their hospitals over the past several years, and the need to rebrand the system and hospitals to reflect these changes.
“Careful deliberation went into our rebrand strategy and evaluation, including significant research and branding expertise,” Zelenka stated. “ We feel confident that the names University Healthcare, Berkeley Medical Center and Jefferson Medical Center, align with the monumental improvements that have taken place within our health system over the past eight years.”