UPMC puts name front and center at two city hospitals

UPMC is rebranding, ever so slightly, two of Pittsburgh’s most iconic hospitals.

As of July 1, Children’s Hospital of Pittsburgh of UPMC will officially be renamed UPMC Children’s Hospital of Pittsburgh while Magee-Womens Hospital of UPMC becomes UPMC Magee-Womens Hospital.

By moving the UPMC name to the fore, and dropping a couple of prepositions along the way, the change brings style consistency within the Pittsburgh-based health system’s growing network, which now numbers 40 hospitals with three additional specialty hospitals planned for construction in coming years.

An internal memo to UPMC staff says the new names will help communications within its network facilities, build on its reputation as an integrated delivery and finance system and enhance public awareness of the brand.

“In addition to enhancing health care quality, broad systemwide name awareness enables UPMC to attract the best doctors, clinicians and staff,” the memo reads.

It also says efforts are underway to rename Western Psychiatric Institute and Clinic in Oakland, presumably by again attaching a “UPMC” up front.

Don’t expect to see work crews replacing signs next week, though — existing signage at the hospitals will be changed gradually over the next three to five years.

The memo, however, does instruct staff to “refrain from placing new orders for stationery” until the logos are replaced.