New hospital names designed to strengthen Oakwood brand

Reinforcing its reputation as a leading healthcare provider in southeastern Michigan, Oakwood is changing the name of its four acute-care hospitals to reflect the strength of the Oakwood brand.

The name changes, which are effective this month, will start with Oakwood Hospital-Dearborn (formerly Oakwood Hospital & Medical Center) and Oakwood Hospital-Taylor (formerly Oakwood Heritage Hospital). Oakwood Annapolis Hospital will become Oakwood Hospital-Wayne while Oakwood Southshore Medical Center will be renamed Oakwood Hospital-Southshore. Those changes are expected later this year.

“Oakwood is well known for providing uniquely personalized patient care at all of our facilities,” states Brian M. Connolly, Oakwood’s President & CEO. “When someone steps into any Oakwood hospital, clinic or facility, they can be assured of receiving the same great experience no matter where they go. The new hospital names confirm that commitment to system-wide quality and service.”

The name change is consistent with the naming of the more than four dozen Oakwood healthcare centers located throughout metro Detroit and continues the branding strategy that originated with an advertising campaign that launched in 2012. It also reflects the ‘One Oakwood’ concept promoted through the implementation of the OakCare electronic medical records system last year.

The renaming also provides an opportunity to make signage more consistent across system, enhance the overall visibility of Oakwood in the region, strengthen Oakwood brand preference against competitors and promote a consistent, high-quality patient experience across the Oakwood Healthcare System.

“Feedback we received from the community indicated that the Oakwood name was synonymous with quality and preference,” said Connolly. “We’re very proud of that and we want that to be the standard at all of our facilities.”