A new brandname is associated with a new entity. If you do not want ti lose your past brand recognition, plan ahead. well in advance, inform your stakeholders about your renaming process. Keep both names - the old and the new - living together in your web messages, for at least six months. A well planned and executed renaming process is the key to keep your practice healthy. If you want to know more, I will be happy to help you. I have a strong backgound on health brands.