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Kaleida Health

Is there a real or perceived difference between a medical center and a hospital? That was the question Kaleida Health, the largest health corporation in Western New York, posed to The Martin Group when they asked us to help them name their new $291 million medical center at the heart of the Buffalo Niagara Medical Campus. Using our Brand Fuel process, we interviewed physicians, patients, EMTs, staff and first responders, then helped conceptualize a name that says this medical center will pump new life into Buffalo Niagara – both literally and figuratively.

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