As part of an effort to better define its marketing strategy, Children’s Hospital Boston has decided to change its name. From here on out, it officially will be called - drum roll, please - Boston Children’s Hospital.
Isn’t that what most people call it? Yes, said Margaret Coughlin, chief of marketing and communications. “It’s already in the lexicon,’’ she said.
The hospital first discussed making the name official about two years ago, though the roll-out began only in the past couple of months, she said.
Not too long ago, officials insisted that the hospital be called “Children’s Hospital Boston’’ in print, to demonstrate its national appeal. This change emphasizes the hospital’s link to the city.
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“Boston, to me, absolutely represents exactly what this place is all about,’’ Coughlin said. It is steeped in tradition, yet a center for advanced science, a “health care mecca.’’
The change will be made slowly. The hospital website, where both names appear, may be updated during a future redesign, Coughlin said. The official Facebook page, however, has the new name, and a couple of confused followers have taken note.
Coughlin said business cards will be changed as people order more. And signs, including those at the entrance to the hospital campus, will be changed only as they need replacing.
“We’re not going to be running around slapping new signs on things, because that’s just irresponsible in this cost-control era,’’ she said.