Branding & Name Usage
The main objective of creating the Stanford Medicine brand is to provide a name for the entities that encompass the medical center – Stanford School of Medicine, Stanford Health Care, University HealthCare Alliance (UHA), Lucile Packard Children’s Hospital Stanford, Packard Children’s Health Alliance (PCHA), and Stanford Children’s Health.
Stanford Medicine’s strategic components include inpatient care, local and regional outpatient health centers, physician offices, virtual care, navigation services, benefits advocacy services, accountable care and health plan offerings, research and medical education. Stanford Medicine is the master brand that broadcasts the unity in identity and purpose of the medical center components, and their joint commitment to excellence.
Stanford Medicine as Master Brand
All branding – including but not limited to signage and logos, marketing communications and marketing messaging involving Stanford Health Care, Stanford Children’s Health, Lucile Packard Children’s Hospital Stanford, UHA and PCHA – will use those names in conjunction with the broader enterprise master brand of Stanford Medicine. Emphasis should be placed on the master brand.
Branding Oversight
Retirement, replacement or reprioritization of Stanford Health Care or UHA must be jointly agreed upon by the dean and the CEO of Stanford Health Care. Retirement, replacement or reprioritization of Lucile Packard Children’s Hospital Stanford, Stanford Children’s Health or PCHA must be jointly agreed upon by the dean and the CEO of Lucile Packard Children’s Hospital Stanford.
As consistent with university policy, any use of the Stanford name and brand must be approved by the dean. Should the use of the name represent a different type of use, the provost or president should concur that it is appropriate.
Vanity Domains vs Vanity URLS
In order to best support Stanford Medicine’s search engine page rankings, it is our standard to consolidate web traffic on med.stanford.edu rather than divide our traffic across virtual subdomains (vhosts). Any school site looking to get the marketing benefit of a vanity domain can do so through the implementation of a vanity URL.
Please submit a Web Help ticket for assistance.
SHC Name Change
Stanford Hospital and Clinics changed its corporate name in the fall of 2014 to Stanford Health Care. The governance and authority (financial, legal, or otherwise) were not affected by the name change. Stanford Health Care remains an integral part of Stanford Medicine.