So long, Lutheran. Gundersen Lutheran Health System will drop the word officially Wednesday.
The change is part of the health system’s evolution, with affiliates and subsidiaries beyond its traditional 19-county service area in the tri-states, said Pamela Maas, Gundersen Lutheran’s chief business development and marketing officer.
The name change was announced in December.
The rebranding aims to make Gundersen’s properties and services more clear, with titles simplified to Gundersen Galesville Clinic, Gundersen Health Plan, Gundersen Medical Foundation, Gundersen Tri-State Ambulance and others throughout its affiliates.
Research showed that “Lutheran” in the title confused some people who thought it referred to a religious organization and didn’t realize it was a health care organization, she said.
The Gundersen Lutheran name traces to 1995, when Gundersen Clinic and Lutheran Hospital joined.
“Lutheran” won’t disappear from all of the system’s buildings, Maas said.
“The Lutheran name has long been part of the organization’s history, and Gundersen Lutheran Medical Center will continue to be the name of Gundersen’s hospital in La Crosse,” she said. “People will see the Gundersen Lutheran Medical Center name associated with inpatient and outpatient hospital services provided on our La Crosse and Onalaska campuses.”
Gundersen is phasing in the new name, starting on its website and in education materials and advertising this month. Signs at its various facilities will be installed starting in May and continue through the year.