Bold Evolution Transforms National Jewish Medical and Research Center to National...

Bold Evolution Transforms National Jewish Medical and Research Center to
National Jewish Health

New name showcased in #1 respiratory hospital ranking

DENVER, July 11 /PRNewswire-USNewswire/ -- Signaling a bold evolution and
expansion beyond traditional boundaries of respiratory medicine into exciting
new areas of science and health, National Jewish Medical and Research Center
will become National Jewish Health, effective immediately.

(Logo: http://www.newscom.com/cgi-bin/prnh/20080711/DC27335 )

"Simply put, this isn't just about a name change. National Jewish has been a
leader in innovation and medicine for more than 109 years. This change signals
our determination to lead in the era of preventive and personalized medicine,"
said Michael Salem, MD, CEO and President of National Jewish Health. "As we
implement our 10-year strategic plan, we are growing beyond the concept of a
traditional medical and research center. The name change reflects a
multifaceted initiative, entitled Science Transforming Life(R) to better meet
the changing face of health care in America. This is the one of the most
exciting and innovative leadership initiatives in our history."

National Jewish's leadership is being recognized once again in 2008, as U.S.
News & World Report on July 10 named it the #1 respiratory hospital in the
nation for the eleventh consecutive year.

According to Dr. Salem, National Jewish Health will invest more than $40
million to continue to be the global leader in the treatment and research of
respiratory, immune and related diseases. In addition, it will expand the
breadth of its services through the newly developing disciplines of
personalized medicine. "Our vision is to closely integrate our basic research
programs and advanced diagnostic capabilities with our outstanding clinical
services to provide the best possible care and research not only for residents
of Colorado, but also for patients who come to us from across the nation and
around the world."

The Name Change
"The name change is an evolution of who we already are," said Dr. Salem. "We
have been 'National Jewish' since the beginning, but we have modified our name
six times in our 109-year history with revised descriptors that reflected the
growing vision and scope of our activities."
-- 1899 - The National Jewish Hospital for Consumptives
-- 1925 - National Jewish Hospital at Denver
-- 1965 - National Jewish Hospital and Research Center
-- 1978 - National Jewish Hospital/National Asthma Center
-- 1985 - National Center for Immunology and Respiratory Medicine
-- 1997 - National Jewish Medical and Research Center
-- 2008 - National Jewish Health

Why "Health"?

-- Health connotes the preventive, personalized medicine approach envisioned
in the institution's strategic plan.

-- Health better reflects the expanding healthcare network that National
Jewish has opened in recent years in Highlands Ranch, Englewood, Littleton
(sleep center), Broomfield (sleep center), and the Aspen Valley, as well as
its partnership to staff and manage the intensive care unit and hospitalist
staff at HealthOne Rose Medical Center.

-- Health better conveys the growing behavioral change programs for
tobacco-cessation and weight-management, which address on a national level the
two leading causes of behavior-associated preventable death in the United
States, and the unique Kunsberg School on the main health campus, which is a
free K-8 day school for children with chronic illnesses.

-- Health is shorter and easier to say and remember than "Medical and Research
Center."

New Logo and Brand Promise
The new brand promise, Science Transforming Life(R), emphasizes the
institution's commitment to scientific discovery, and the belief that those
discoveries will transform the lives of patients.

The logo has been designed to communicate at multiple levels, including the
concept of science (based on the well-known DNA helix and caduceus shapes),
transformation (the orange fire of discovery) and life (the human form).

"We believe National Jewish Health, the brand promise Science Transforming
Life(R), and our new logo strike just the right balance between our history
and our future, as well as our strong commitment to science as a means of
improving the lives of our patients," said Dr. Salem.

The new naming and brand strategy was created under the direction of
Denver-based Monigle Associates, and will be implemented over time with a
variety of in-house and external communications partners.

High resolution images, video and sound files are available at
http://www.nationaljewish.org/news/2008/media-resources-njhealth-brand.aspx

SOURCE National Jewish Health

William Allstetter of National Jewish Health, +1-303-398-1002
allstetterw@njc.org