Posted Wednesday, June 13, 2012 --- 6:35 a.m.

LA CROSSE, Wis. (AP) -- Gundersen Lutheran is considering dropping `Lutheran' from its name.

Gundersen executive Pamela Maas says the medical center is in the early stages of rebranding talks. Maas says `Lutheran' can be confusing to those who aren't familiar with the health care group. She says people might not realize Gundersen Lutheran is not a religious organization.

Gundersen has tested name options and a logo on focus groups. There's no timetable on rebranding.

Maas tells the La Crosse Tribune (http://bit.ly/MB7VcM ) that as the organization grows beyond the Coulee Region, rebranding becomes even more important.

The health care organization serves 19 counties in Wisconsin, Minnesota and Iowa.

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Information from: La Crosse Tribune, http://www.lacrossetribune.com

Copyright 2012. The Associated Press.