NewBridge Services, which provides counseling, housing and educational programs to 10,000 people a year in Morris, Passaic, Sussex, Hudson and Bergen counties, is demanding that Bergen County change the name of the hospital in Paramus. NewBridge Services has been using the name for 20 years.
“It is abhorrent that the County of Bergen, as a public entity, has participated in victimizing a charitable organization by this obvious attempt to take advantage of the good name they have developed,” attorney Robert H. Oostdyk, Jr. wrote on behalf of NewBridge in a cease and desist letter sent to the Bergen County Improvement Authority on Oct. 5. “Your use of the name ‘New Bridge’ is nothing short of a direct infringement on its rights.”
Bergen Regional Medial Center’s new name comes in the wake of new management of the hospital.
“NewBridge Services has a common mission, geographical area and program offerings with the Paramus hospital, but we should NOT be sharing a name,” NewBridge CEO Robert L. Parker said. “Already the name duplication is causing confusion amongst people seeking help and our service partners, Parker said. “Our greatest concern is that it will hinder residents’ access to care.”
NewBridge is fully committed to protecting the name it has used and that clients have known for 20 years, Parker said. The nonprofit is asking area residents and supporters to contact Bergen County Executive James Tedesco III (email: email@example.com; phone: 201-336-7300) and voice concerns about how the hospital’s name choice could cause harm to some of northern New Jersey’s most vulnerable residents.