Gundersen Lutheran contemplates rebranding - KTTC Rochester, Austin, Mason City News, Weather and Sports

LA CROSSE, Wis. (AP) -- Gundersen Lutheran is considering dropping `Lutheran' from its name.

Gundersen executive Pamela Maas says the medical center is in the early stages of rebranding talks. Maas says `Lutheran' can be confusing to those who aren't familiar with the health care group. She says people might not realize Gundersen Lutheran is not a religious organization.

Gundersen has tested name options and a logo on focus groups. There's no timetable on rebranding.

Maas tells the La Crosse Tribune that as the organization grows beyond the Coulee Region, rebranding becomes even more important.

The health care organization serves 19 counties in Wisconsin, Minnesota and Iowa.