title: St. Peter's reclaims its identity in the face of rapid growth. Two-year process results in new name.
abstract: A 130-year-old, well-respected Albany, N.Y., hospital, St. Peter's, experienced growing pains as it became a system comprising 25 entities. We describe a branding initiative carefully designed to identify the new health care system with the "old friend."
authors.forename: J D
authors.initials: JD
authors.lastname: Botvin
mesh_terms: D002410:Catholicism; D019033:Delivery of Health Care, Integrated / Q000458:organization & administration; D016519:Hospitals, Religious / Q000458:organization & administration*; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D009275:Names; D009518:New York; D011357:Product Line Management; D011641:Public Relations