Hospital revamps brand

White Plains Hospital Center has shortened its name and revamped its logo to strengthen its brand identity as a provider of state-of the-art health care in its community.

The 292-bed institution will be known simply as White Plains Hospital. Hospital officials said the shorter name is commonly used by community members, which prompted the change.

The changes followed interviews with hospital directors, physicians, nurses, staff, former patients and members of the community who never were treated at the hospital. Hospital officials said the new identity better reflects the hospital”™s core strengths ”“ leading-edge technology and compassionate care.

The more contemporary logo will be rolled out over the next few weeks through print and television advertisements, which speak of the changes at the hospital since the start of 2010. Those include an expanded and enhanced emergency department and the addition of life-saving emergency cardiac procedures in the cardiac catheterization lab.

White Plains Hospital”™s emergency department is the busiest in Westchester County, treating nearly 50,000 patients a year. It is the only hospital in the county licensed to perform emergency and elective angioplasty. An eight-time winner of the National Research Corp.”™s Consumer Choice Award, an honor given to the nation”™s top hospitals, White Plains Hospital is a member of the New York-Presbyterian Healthcare System and Stellaris Health Network Inc.