PARAMUS, N.J. – In response to a demand for Bergen County to change the new name of the former Bergen Regional Medical Center in Paramus, county officials maintain the new name is perfectly suitable.
“The County chose the name based on the historical significance of the location in Bergen County. The county is confident with the choice of name," County Spokeswoman Alicia D’Alessandro said Tuesday.
The hospital’s new name – New Bridge Medical Center – announced last week , has come under fire from a Pequannock-based non-profit named NewBridge Services, Inc.
After the name was unveiled, NewBridge Services, Inc sent a cease and desist letter to the Bergen County Improvement Authority and County Executive James Tedesco, III demanding the county reverse the selection , and saying the similar name is creating confusion for clients.
The 54-year-old NewBridge Services provides counseling, substance abuse treatment, behavioral health care, housing and educational programs to 10,000 people a year in northern New Jersey. NewBridge CEO Robert L. Parker said the new name for the former Bergen Regional Medical Center – which also offers behavioral health care and substance abuse treatment – is already creating confusion.
“Undoubtedly NewBridge clients will mistakenly contact the hospital and vice versa,” Parker said. The nonprofit has already received emails and phone calls from clients and service partners who mistakenly believe NewBridge has merged or taken over the hospital, he said.
D’Alessandro said Tuesday that she couldn't comment any further "now that the matter is the subject of litigation as evidenced by the cease and desist letter."
To read the cease and desist letter, click the attachment below.See Attachment
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