Following the expiration of an agreement with the Doheny Eye Institute, the Keck School of Medicine of USC’s Department of Ophthalmology will now be known by a new name, USC Eye Institute, under the campus clinical branding Keck Medical Center of USC.
The new name will be used throughout the organization, and signs bearing the new name will begin to appear in coming weeks. Newspaper and radio ads announcing the change have already begun running.
The change will help the institute reach more people.
Senior Vice President and CEO of USC Thomas E. Jackiewicz, and Department of Ophthalmology Ronald E. Smith wrote in a letter to staff: “This brand reflects a more global approach to USC’s extraordinary work and achievements in the field of ophthalmology, and enables us to create a recognizable name upon which we can advance our reputation for leadership and high caliber research, teaching and patient care. This is a remarkable time in the field of ophthalmology, with many exciting advancements being made in the restoration of sight, and the physicians and researchers at USC Eye Institute are playing a significant role in this progress. Please join us as we celebrate this new chapter in our Department of Ophthalmology.”