Rebrand initiatives include:
- New hospital signage
- Stakeholder communications
- Main arterial billboards and 3AW radio campaign promoting the hospital’s 24/7 emergency department, location and name change
First opened in 1984 as Dandenong Valley Private Hospital, Mulgrave Private has undergone major redevelopment since its 2006 acquisition by Healthe Care Australia, becoming a state-of-the-art tertiary referral hospital serving residents of Dandenong Valley and Melbourne’s outer south east.
The hospital now features 226 beds, seven theatres, a hybrid theatre and a catheterisation lab, as well as a 10-bed intensive care unit and 17-bed coronary care unit.
Kieron Martin, Mulgrave Private Hospital Chief Executive Officer, says the new brand is a contemporary way to identify the hospital’s location and to minimise confusion.
“The new brand is an exciting new direction to meet the ongoing needs of the community. Some confuse Dandenong Valley with Diamond Valley, so renaming the hospital after the suburb in which it is located is something we’ve carefully considered.”
“The address on the corner of Police and Gladstone Road can be difficult to locate on a map or GPS, so changing our name to Mulgrave Private Hospital also updates our address to Blanton Drive, where our two entrances are located”, says Kieron.
Mr Chris Hensman, Chairman of the hospital’s Medical Advisory Committee adds there had been widespread support from Doctors for the name change.
“It provides a modern name for a modern hospital that continues to develop its wide range of services and facilities”, Mr Hensman says.
Mulgrave Private Hospital has a broad speciality profile including general medicine and surgery, cardiology, bariatric, breast, cardiac, colorectal, neuro, oral and maxillofacial, orthopaedic, plastic thoracic, urology and vascular surgery, endoscopy, ENT, infectious disease medicine, medical oncology and pain services.