title: Campaign supports new name for TX hospital. Effort expands children's hospital's image and increases awareness.
abstract: For years, the North Texas Hospital for Children at Medical City in Dallas struggled with its brand awareness. It's long-winded name was largely unknown among the city's 1.2 million residents. The hospital needed a new name and it needed one fast. The year 2005 proved to be both a burden and an opportunity for the 311-bed pediatric hospital. It survived a legal battle with a local competitor for the right to use the word "children's" in its name, created a new identity, and launched a three-year branding initiative to introduce its new name: Medical City Children's Hospital.
mesh_terms: D006776:Hospitals, Pediatric; D008389:Marketing of Health Services; D019982:Organizational Case Studies; D013781:Texas