Duke Medicine Becomes Duke Health

Name Change Signals Renewed Focus on Health Improvement

As of Wednesday, January 13, 2016, Duke Medicine began a transition to a new name: Duke Health.

As with Duke Medicine, Duke Health is not a legal entity but will serve as an overarching brand name that conceptually refers to all assets and entities within the Duke University Health System, the Duke University School of Medicine, and the Duke University School of Nursing. Our ultimate goals will remain improving the health of individuals and communities.

This decision was confirmed recently as a result of widespread discussions involving faculty, staff, trainees, alumni, board members and others in which a renewed focus on health clearly emerged as a core pursuit in a new strategic planning framework that will be introduced to the Duke Health community at the end of January.

“Duke Health signals our intention to explore more comprehensive approaches to health that extend beyond medical care and into other determinants of population health improvement,” said A. Eugene Washington, M.D., Chancellor for Health Affairs, Duke University, and President and CEO, Duke University Health System.

The transition to Duke Health likely will take most, if not all, of 2016. It will involve numerous changes of signage on Duke clinics and Duke Primary Care sites, changes to websites, and many other things. The logo, however, will be virtually identical to that of Duke Medicine except for the word “Health.”

Like Duke Medicine, Duke Health will continue to derive its strength from the internationally renowned health care delivered by our world-class clinicians and care teams, the breakthroughs in knowledge driven by our distinguished community of researchers, and innovative training programs advanced you our exceptional educators around the world.

“Importantly, the leading constant is the value we place on the dedicated, compassionate and high-performing individuals throughout our organization.  They are the great strength of Duke Health,” Washington said.

Implementation Overview & Principles

On January 13, 2016, the process of changing the name of Duke Medicine to Duke Health will begin.  As has been the case with the use of Duke Medicine, Duke Health will conceptually represent the totality of the Duke University Health System, Duke University School of Medicine, and the Duke University School of Nursing.  Duke Health is not a legal entity but is a mechanism to brand its assets and entities.  This transition will occur over the next many months and may not be fully completed until the end of 2016.

Following are the key principles, guidelines and information related to this transition that are important to understand.

  1. The Duke Health logo, branding, branding architecture and guidelines will be exactly the same as the current Duke Medicine branding with “Medicine” being replaced by “Health.”
    Duke Medicine to Duke Health
  1. As this will be a transition that involves everything from replacing building signage to ordering of new stationery and business cards, there is no immediate need or requirement to purchase or expend resources to conform to the Duke Health brand.
  1. There is no need or requirement for current supplies of collateral materials such as stationery, envelopes, business cards and brochures that reflect Duke Medicine to be immediately discarded and/or reprinted and replaced. It is acceptable to use any existing stock of such materials until they are depleted, and then reorder the materials utilizing the Duke Health branding.  Work units wanting to expedite the adoption of Duke Health by ordering new stocks may do so.  However, again, there is no requirement to do so prior to exhausting existing Duke Medicine stocks.
  • Custom printed clinical forms should continue to be ordered from Staples using their Staple Advantage Forms Account website at staplesadvantage.com.  Forms are being updated now replacing Duke Medicine with Duke Health. We anticipate all Duke Medicine branded forms being updated to Duke Health by late February, with the exception of forms held in Staples inventory, which will be updated at the next printing.
  • Duke Health stationery and business cards should continue to be ordered from Universal Printing using their Eprint ordering website at eprint.universalprinting.com/Duke/about.html.  The updated templates should be live on Eprint by late January.
  1. Similarly, there is no need to immediately correct/re-record automated phone messages that include references to Duke Medicine. However, these messages should be corrected as soon as is reasonable within each work unit recognizing the need to incorporate this into work unit priorities.
  1. Work will begin to replace references to Duke Medicine with Duke Health on key websites and social media platforms.
  • Importantly, for our primary patient website (dukemedicine.org), redirects are in place such that anybody searching for dukemedicine.org or dukehealth.org will be taken to our current website.
  • Anyone with responsibility for a locally controlled website or social media platform should work to replace references to Duke Medicine with Duke Health as soon as is reasonable.
  1. Replacement of Duke Medicine building signage – the vast majority of which is related to Duke Primary Care and other clinic sites – will occur over the next many months and will be carefully coordinated with those sites and administrative leadership.
  1. Merchandise sold in campus bookstores that reflect Duke Medicine will be replaced with Duke Health as stocks are sold down and reordered with Duke Health branding.

If you have any questions other than those addressed below in the Q&A, please email them to Lynn Garner.

Q&A

For use by managers in responding to questions from employees

Why is this name change being made?

Even while known as Duke Medicine, improving health of individuals and communities have been our ultimate goals.  The decision to make the change to Duke Health was largely related to wanting to signal our intention to explore more comprehensive approaches to health that extend beyond medical care and into other ways of improving population and community health.  Interestingly, this decision was confirmed recently as a result of widespread discussions involving faculty, staff, trainees, alumni, board members and others related to our new strategic planning framework that will be introduced at the end of January.

What is Duke Health? What does it refer to specifically?

As was the case with Duke Medicine, Duke Health is not a legal entity but will serve as an overarching brand name that conceptually refers to all of the assets and entities within the Duke University Health System, the Duke University School of Medicine, and the Duke University School of Nursing.

Duke Health will continue to derive its strength from the internationally renowned health care delivered by our world-class clinicians and care teams, the breakthroughs in knowledge driven by our distinguished community of researchers, and innovative training programs advanced you our exceptional educators around the world.

Will this change be confusing to patients and consumers?

This was an important consideration but there is no evidence or data to suggest that the change to Duke Health will be the cause of confusion for patients, consumers, referring physicians or other audiences.  Since the logo will be entirely consistent with the Duke Medicine logo, it should be a smooth transition to Duke Health.  And, Duke Health – as a brand name – will be consistent with the increasing emphasis nationally on health, health related research, and disease prevention.

Will the name change require a new logo or way of displaying the name Duke Health on signs or in various printed materials?

No.  The logo will be virtually identical to that of Duke Medicine with the only difference being the inclusion of the word “Health.”  As a result, all of our corporate branding standards remain intact.

How long will it take to fully implement the name change?

This will be a process that will likely take most, if not all, of 2016 to complete.  It will involve numerous changes of signage on Duke clinics and Duke Primary Care sites, changes to websites, and many other things.  So, it’s important to understand this will be a process and is not possible to be done all at once.

Chris KeithDuke Medicine Becomes Duke Health