LA CROSSE (WXOW) -- Gundersen Lutheran is talking about a name change.
A Gundersen executive says the group is in the early stages of rebranding the medical center.
The executive also says the word "Lutheran" can be confusing and some people might not realize Gundersen Lutheran is not a religious organization.
Name options and a logo have been tested on focus groups by Gundersen.
The Gundersen executive states that rebranding becomes even more important as the organization grows beyond the Coulee Region.
The health care organization serves 19 counties in Wisconsin, Minnesota and Iowa.
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