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Rebranding Information

In July of 2014 Prairie du Chien Memorial changed its Doing Business As name to Crossing Rivers Health.

We continue to be your independent community provider of health and wellness- under a new name.

This name change signals an important change in our organization’s growth, as we added two clinic locations in 2014 and a new medical center in June of 2015.

We know this is a change for our communities and want to be sensitive to those who have known us as Prairie du Chien Memorial for so long. We see Crossing Rivers Health as the next generation of health care and want to reiterate our commitment to our region and keeping each individual healthy, happy and well.

While we will focus on the present and plan for the future, it’s important for us to pay homage to the many years we have spent as Prairie du Chien Memorial Hospital. Our dedication to the communities we serve is why we are here and motivation to embark on this exciting journey of excellence for the future.

The following are frequently asked questions about Prairie du Chien Memorial becoming Crossing Rivers Health.

Did Prairie du Chien Memorial merge with or become affiliated with another organization?

No. The organization has been and will remain independent, managed by a volunteer board of directors and governed by an association of members.

Why did Prairie du Chien Memorial Hospital change its name?

Hospital leadership conducted a brand audit in order to measure the perception and level of acceptance of the current brand. The audit included online surveys, external focus groups and internal focus groups.

Hospital administrators and the board of directors determined a new brand identity would better represent the hospital’s more than 100 diversified services, geographic service area and philosophy. This name change also signals an important change in our organization’s growth, as we added two clinic locations in 2014 and a new medical center in June of 2015.

What is the new naming structure?

Prairie du Chien Memorial is DBA (“Doing Business As”) Crossing Rivers Health. The Hospital and other divisions such as Clinics, Homecare, WEE Care, Family Resource Center, etc. will be part of the Crossing Rivers Health system.

What does the name represent?

  • "Crossing Rivers" both describes the health system’s location—at the confluence of the Mississippi River and the Wisconsin River—and its service to patients on both sides of the rivers in two states, Wisconsin and Iowa.
  • Rivers are symbolic of nature. Their currents represent the flow of life. Water is a universal symbol of life. Many consider it healing and even holy.
  • "Medical Center" replaces "Hospital" to more accurately describe the services the organization provides, including holistic care, disease prevention and wellness.
  • A medical center is a place where people go to get and stay well.
  • The tagline will be, "Your bridge to wellness."

What does the logo represent?

  • The blues and greens are soothing and natural. They remind us of water, nature and life. The colors are modern, suitable for a state‐of‐the art facility.
  • The clean font of the name is modern, but is softened by the warmth and welcoming nature of the script tagline font. The fonts represent how the health system is both high tech and high touch.
  • The bridge resembles the actual bridge connecting Wisconsin and Iowa.
  • The swirls are reminiscent both of river currents and of bluffs overlooking the river.
  • The colors complement the interior theme and finishes of the new hospital.

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