Why is the University changing its name? Finch University of Health Sciences/The Chicago Medical School has had little awareness and name recognition in the key communities we serve. In addition, our new President's vision and the resulting strategic plan requires a name that will open up a dialogue about what our University has to offer and where we are going in the future.

In order to ensure our future as an innovative teaching and research institution, we must build a credible and dynamic image that will attract new students, donors and academic leaders. The new name, with the optimal strategy, will position this institution for the growth and recognition we need and deserve.

In searching for a name for our University, we recognized the need to honor a person in the field of science or medicine who personifies our mission to be an innovative teaching and research institution. Our University is a medical institution that is dedicated to the education of health and biomedical professionals on predictive and preventive medicine, which wouldn't have been possible without Rosalind Franklin's scientific findings that led to the discovery of the structure of DNA. In addition, Rosalind serves as a role model in how she lived her life and what she stood for -- dedication, hard work, intelligence and courage -- which is reflected in our University's core values and character.

Rosalind Franklin devoted her work to discovering the essence of life. 'Life in Discovery' is an outgrowth of the way Rosalind lived her life and it personifies the mission of our University -- to serve a diverse nation with excellence and innovation in education of health and biomedical professionals, knowledge creation and scientific discovery focused on prediction and prevention of disease, clinical programs, and community service.

'Life in Discovery' is a brand strategy that reflects our University's new vision. This brand strategy is a thoughtful, multi-pronged approach to the way we educate, discover, treat and serve. While many will think of it as a "slogan," 'Life in Discovery' is a philosophy that will inspire our actions as we move forward as an institution.