D.C. Outpatient Surgery Center Changes Name, Adds New Brand Position

WASHINGTON, D.C. — The Center for Ambulatory Surgery (CASI), the first freestanding outpatient surgery center in Washington and one of MedStar Health’s diversified businesses, is set to officially change its name to MedStar Surgery Center on Oct. 15. In addition, a new brand position and a new Web site will also be unveiled.

The name change is being made to better align the facility with their parent company, MedStar Health, and capitalize on the stellar reputation of the largest healthcare system in the Baltimore/Washington region.

“MedStar Health is well regarded in the healthcare industry, as well as across the Baltimore/Washington region,” says Denise Lascar, president of the MedStar Surgery Center. “We felt it was time to publicly link our association with the parent company, and emphasize what we do by renaming ourselves as MedStar Surgery Center.”

Following the decision to change their name, the healthcare team underwent brand positioning to determine a theme line that best describes their business. The group selected “Talent. Teamwork. Trust.” This positioning line will be used as a “slogan” to emphasize the healthcare team’s dedication to providing physicians and their patients with excellence in patient care delivery within an atmosphere of compassion and respect. The new positioning line will be used as part of the new MedStar Surgery Center logo, as well as on marketing materials to both patients and physicians.

Finally, MedStar Surgery Center will also unveil a newly designed Web site on Oct. 15. The new Web site, medstarsurgery.org, contains extensive information for both patients and providers in a contemporary, user friendly design.

When it opened in 1977, the center was the only ambulatory surgery center to operate in an urban setting, and to be owned and operated by people other than the surgeons who worked there. It has grown to include five operating rooms, two gastrointestinal endoscopy suites and one cystoscopy room, all equipped with state-of-the-art surgical equipment. The center, staffed with more than 40 employees, including nurses and board-certified anesthesiologists, is Medicare-certified and accredited by the Accreditation Association for Ambulatory Health Care.

Source: The Center for Ambulatory Surgery Inc.