Pediatric Health System Announces New Name

    ATLANTA, Sept. 1 /PRNewswire/ -- Today ESR Children's Health Care System,
 one of the country's largest pediatric health systems, unveiled its new name
 and identity -- Children's Healthcare of Atlanta.
     James E. Tally, Ph.D, president and chief executive officer of Children's
 Healthcare of Atlanta, was joined by First Lady of Georgia Marie Barnes, along
 with a group of Atlanta-area children at the Atlanta History Center, to
 announce the new name for the pediatric health system.
     "Children's Healthcare of Atlanta is a new name for the same high quality
 pediatric healthcare that has been a part of the Atlanta community for more
 than 80 years thanks to Egleston and Scottish Rite," said Tally during a news
 conference.  "A tremendous amount of time, research and input from community
 members and volunteers went into the decision to combine the strengths of
 Egleston and Scottish Rite and bring them into the next millennium.  We put as
 much effort into choosing a new name that would reflect our devotion to
 children and our firm belief that children belong in a children's hospital,
 whenever possible.  We feel Children's Healthcare of Atlanta echoes these
 values."
     Egleston Children's Health Care System and Scottish Rite Children's
 Medical Center announced their intent to merge in August, 1997, officially
 merging in February, 1998.  The merger was designed to combine existing
 services, eliminate unnecessary expenses, and identify opportunities for
 growth and development.  The decision allowed both institutions to focus on
 one priority -- children and families -- and to better meet the needs of the
 community.
     Beginning today, Egleston Children's Hospital is now Children's Healthcare
 of Atlanta at Egleston and Scottish Rite Children's Medical Center is
 Children's Healthcare of Atlanta at Scottish Rite.  Immediate care, primary
 care and rehabilitation centers located throughout metro-Atlanta follow suit.
 For example, Scottish Rite at North Point is Children's Healthcare of Atlanta
 at North Point and Egleston Healthcare Center at Sandy Plains is Children's
 Healthcare of Atlanta at Sandy Plains.
     Insurance plans covering patients at the former Egleston or Scottish Rite
 locations have not changed.  Parents should check their healthcare plan to
 ensure that their child's care is covered at a specific location.
     For questions about insurance coverage or other inquiries about Children's
 Healthcare of Atlanta, parents can talk to a Children's customer service
 representative, Monday -- Friday, September 1 -- 15, 9 a.m. -- 5 p.m., (except
 Labor Day), by calling 404-250-kids and pressing 6.
     The Children's Healthcare of Atlanta name joins two smiling, waving boy
 and girl characters to form the logo for the System.  The logo, which
 incorporates bright blue, red and green with black type, was designed jointly
 by Ogilvy & Mather Advertising and the Children's in-house communication
 department.
     The boy and girl characters, unnamed as yet, are also the mascots for
 Children's Healthcare of Atlanta.  They will make appearances at the System's
 hospitals and at major events throughout metro-Atlanta.  A mascot naming
 contest among Children's employees, physicians and volunteers will culminate
 in the selection of a final name by children from 28 partner schools.
     "We have purposely made these characters bright, with friendly, happy
 faces," Tally said, adding that the characters were chosen by several focus
 groups because of their ability to appeal to almost every child.  "Their job
 is to spread joy and brighten the day for our sick and injured patients as
 well as for the healthy children of our community."
     Along with its new name, logo and mascots, Children's Healthcare of
 Atlanta also unveiled a new Web site today, located at www.choa.org.  The new
 Web site features a medical library for parents, grandparents and caregivers.
 This library contains hundreds of pages of pediatric healthcare information on
 topics from minor illnesses to life-threatening conditions.  The Web site also
 offers an e-mail sign up to receive quarterly newsletters from Children's
 specialty services areas.  The first 5,000 Georgia residents who register on-
 line will receive a special mouse pad bearing the Children's logo.
     Following today's public announcement, Children's begins replacing signage
 at its facilities, incorporating the new name and logo.  Most of the signs
 will be installed during the next several days, with the remainder in place by
 mid-October.
     Employees, physicians and volunteers of Children's learned of the new name
 in a celebration held August 31.  Later this year, exhibits honoring the
 history of Egleston and Scottish Rite will be permanently housed at each
 respective hospital.
     "Those who led us to make this announcement today came on a journey of
 faith and courage," Tally said.  "Our commitment and dedication to Children's
 will honor them and keep intact our mission of enhancing the lives of children
 through excellence in patient care, research and education."
     To download camera ready images of the Children's Healthcare of Atlanta
 logo, photos from the news conference and more information, please visit
 www.choa.org/media .
     Children's Healthcare of Atlanta is dedicated to enhancing the lives of
 children through excellence in patient care, research and education.
 Children's addresses the unique needs of sick and injured children and their
 families with specially trained physicians and staff, equipment designed for
 young, growing bodies and a child-friendly environment.  Children's has been
 recognized for excellence in cardiology, cancer treatment, craniofacial
 surgery, emergency medicine, orthopaedics, rehabilitation and transplantation
 services among many other pediatric services.  With 400 beds in two hospitals,
 Children's is one of the largest pediatric healthcare systems in the country.
 Through extensive community outreach programs and partnerships with other
 providers, businesses and corporations, we strive to ensure that wellness and
 prevention programs are accessible to families across the state.  As a non-
 profit organization, we benefit from the generous philanthropic and volunteer
 support of our community and state.
     For information on our programs, services and volunteer opportunities call
 404-250-kids or visit our Web site at www.choa.org .
 
 

SOURCE  Children's Healthcare of Atlanta