Durham, NC— Durham Regional Hospital is now officially Duke Regional Hospital.
This name change is a result of extensive market research in the communities the hospital serves. Feedback from residents who participated in this research showed their preference for a Duke-branded healthcare facility.
“Changing the hospital’s name to Duke Regional will position the hospital for future growth by better reflecting our important relationship with Duke Medicine,” says Kerry Watson, president. “Connecting more prominently with the Duke Medicine brand—one of the strongest in health care—will clearly identify our hospital as part of Duke.” Because the Duke name is well known, it is believed that changing the hospital’s name will help increase patient volume and referrals, enhance marketing and support the recruitment of health professionals.
After the market research was reviewed, Durham Regional administration approached the Durham County Hospital Corporation (DCHC) Board of Trustees to gain their feedback and support for a new name. Together, Durham Regional administration and the DCHC Board of Trustees proposed the Duke Regional Hospital name to the Durham County Board of Commissioners, who voted unanimously to approve in January.
As part of the hospitals rebranding, a new tag line—“Serving our community since 1976” —is part of the Duke Regional logo. It reflects the hospital’s history and tradition of caring among staff, physicians and volunteers; it also recalls the merging in 1976 of Durham Regional’s predecessor hospitals, Lincoln and Watts.
This marks the second time in the hospital’s history that the name has changed. Durham County General Hospital became Durham Regional Hospital in 1990 to reflect the growing number of patients coming from counties beyond Durham.
“Our new name will help ensure we can continue to care for Durham and the surrounding communities for generations to come,” continued Watson. “The name has changed, but the personal touch and compassionate care offered at our hospital will carry on.”