The name change is one aspect of a larger branding initiative that has been in development for more than two years for Hanger and its patient care business. In 2010, Hanger commenced a strategic branding effort to conduct extensive research. The methodology consisted of market and internal analyses, focus groups, surveys, and one-on-one interviews with patients and customers, referral sources, industry thought leaders, investors, payors and competitors. In addition, this initiative has also led to the rebranding of Hanger’s core patient care business from Hanger Prosthetics & Orthotics to Hanger Clinic.
The new brand identity includes new names, logos, designs, and communications across Hanger’s various businesses and throughout Hanger Clinic’s more than 700 clinics nationwide.
“Hanger has grown and evolved over the years from solely an orthotic and prosthetic patient care company to one of the leading clinical authorities in the provision of integrated rehabilitative solutions with a full range of services and products,” said Hanger President and CEO Vinit K. Asar. “When you consider our continuing disciplined diversification strategy, our former company name was limiting.”
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