Durham, N.C. — Durham Regional Hospital officially changed its name Monday as part of a marketing plan to rebrand its image.
The facility is now called Duke Regional Hospital. Administrators said having Duke’s recognizable name is expected to increase patient volume and referrals and help with job recruitment.
“Changing the hospital’s name to Duke Regional will position the hospital for future growth by better reflecting our important relationship with Duke Medicine,” hospital president Kerry Watson said in a statement. “Connecting more prominently with the Duke Medicine brand—one of the strongest in health care—will clearly identify our hospital as part of Duke.”
The name change is the second for the hospital, which was called Durham County General Hospital until 1990.