What’s in a Name: The Regency Brand.

So I went for a 5 mile run this morning at 6 am. Was awesome and I’m already deep into another day at the amazing Regency Post Acute Rehab Center in Hazlet, NJ! I LOVE THIS PLACE.

Anyway, I took my daughter to her first Orthodontist appointment the other day.

Did you know that most dental insurances, including ours, do not cover for Orthodontists! That’s right, it is an out of pocket disaster! What parents don’t do to brighten the smiles of their children, but I digress.

I was instantly struck by the beauty of her office. My first reaction was that if aesthetics are any indicator of performance, then this practitioner must be incredible!

Then I took a look at her business card on the receptionist’s desk and noted the various designations after her name, including D.M.D., M.S., L.L.C. (no clue what any of it stands for, but undoubtedly, it took her a long time to get all of those.)

I should have been duly impressed, right?


Fancy letters after your name and prestigious titular designations means nothing to me; absolutely nothing. You could have the whole alphabet printed after your last name with scary looking periods in-between and it matters not a lick to me. I’m not impressed. Impress me with your skills, because your titles and alpha numeric values wont.

You know why I’ve adopted this approach?

Actually, it is all Mr. Gross’s fault, as I shall explain.

(I know that I keep invoking our beloved Regency Founder. Alas, I cannot help myself since Regency is all that it is because he is the indispensable Sine Qua Non of our organization. In fact, everywhere you turn at Regency Postacute Rehabilitation and Nursing Centers, his creative fingerprints are everywhere. It isn’t my fault for pointing out the obvious.)

One of the first things that struck me when I joined the Regency family is that Mr. Gross’s email and written missives to his staff and employees, NEVER includes fancy titles and alphabet after his signature. He’s got just as many fancy titles as anyone of his stature in the Healthcare industry, yet he invokes NONE of them, save for his name printed simply yet succinctly; David Gross.

I think I know why and I believe my theory makes sense.

He’s got nobody to impress and no need to project. Those who know him KNOW him and those who don’t will quickly learn.

A name alone, when buffered by the singular status of the individual, is the most forceful designation there is. Anything printed after the name only detracts, quantifies and restricts.

This is similarly true for the Regency name which bears Mr. Gross’s ‘signature’.

In the world of senior healthcare, mention Regency Nursing in New Jersey and EVERYONE knows who we are. One needn’t throw in all of the various divisions and subdivisions of the Regency brand to state the obvious.

The Regency name ITSELF is the brand and speaks and attests unequivocally to all of the various highlights which make up our individual components.

In the final analysis, the Ortho’s office (I must say, the game station in the waiting room with Madden football was a very nifty idea. My daughter wanted something different, but I was happy as a lark!), is infinitely more instructive to me than all of the letters and periods after her name.

Nuff ‘said.

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