With Institutional Collaborations Company Promotional Materials and Websites
Procedure: Outside organizations or companies MAY use the Johns Hopkins Medicine name on their Web sites if:
- the citation or statement is factual, and relevant contracts and approvals are active.
- use of the name, including size, style and placement, does not imply endorsement of products and services by Johns Hopkins Medicine.
Outside organizations and companies MAY NOT use the Johns Hopkins Medicine logos or brandmarks without prior institutional approval.
Use of the Johns Hopkins name, logo and brandmark by third parties is strictly prohibited unless written permission from Johns Hopkins has been granted by authorized Johns Hopkins representatives.
The Johns Hopkins Medicine name or brandmarks MAY NOT be: used in connection with any promotional materials developed and/or used by non-Hopkins entities or any activities that are not officially approved by Johns Hopkins or one of its hospitals, departments, schools, or institutions.
Johns Hopkins faculty, staff or students, may not promote or sell third party commercial products or services, or provide web links if reference is made to Johns Hopkins name or brandmarks or implies endorsement of products and services.
This policy applies to all uses of Johns Hopkins Medicine names, entities and brandmark.
Companies or organizations that have relationships with Johns Hopkins Medicine may factually cite the relationship once the specific use has been approved by an authorized Johns Hopkins Medicine representative.
Outside organizations must abide by any use of name provisions in their contracts with Johns Hopkins. For example:
- A research reagent manufacturer's Web site may state that it is sponsoring research in the laboratory of a Johns Hopkins investigator, provided there is institutional review of the use and confirmation that the research agreement has been executed.
- A pharmaceutical company's Web site may state that it is sponsoring a clinical trial at Johns Hopkins, provided there is institutional review of the use, confirmation that the research agreement has been executed, and confirmation of any required IRB and other regulatory approval.
- A biotechnology company that has licensed an invention from Johns Hopkins may refer to the relationship, provided the use is reviewed and approved.
- A vendor to Johns Hopkins may, with prior approval, include the institution in a list of customers, provided the purchase agreement has been executed and the Johns Hopkins name is no more prominent than those of other clients.
- A company Web site may list a Johns Hopkins investigator as a consultant or scientific advisor if the consulting relationship has been approved by the investigator's department director and the Office of Policy Coordination and if the citation does not imply endorsement.
- Third-party Web sites may cite published works by Johns Hopkins researchers, provided citations are not used to indicate endorsement of company products or services by Johns Hopkins Medicine or its faculty or staff.
Johns Hopkins Medicine brandmarks and logos may not be used by outside companies without express written permission from an authorized Johns Hopkins Medicine representative.
Appropriate use example
The request: Dr. Smith's research involves the development and testing of novel software for advanced brain imaging. His work makes substantial use of MedSoft's software, but his programs are owned by Johns Hopkins. MedSoft awarded Dr. Smith's brain-imaging center a very large unrestricted grant. MedSoft asked for permission to profile Dr. Smith's work in a marketing brochure; the proposed copy described the scientific advances, indicated that MedSoft software is used, and mentioned the company's grant to the brain imaging center. The company also proposed a media plan to promote the relationship with Johns Hopkins.
Analysis: Concern arose that profiling Dr. Smith's research in a marketing brochure would appear to be endorsement and that a media campaign would represent significant over-use of the Johns Hopkins name. Dr. Smith's department director said the relationship with MedSoft was critical to the department. The institutional review acknowledged that the long-term relationship with the company was very important to the department, and the company had a strong record of reliability, inspiring confidence that it would not abuse permission to use the Johns Hopkins name.
Decision: Johns Hopkins rejected the media plan and substantially revised the brochure copy so that references to Johns Hopkins Medicine focused on research and made only limited mention of the MedSoft software. With these changes, the arrangement was approved.
Inappropriate use example
The request: Dr. Jones is a preventive cardiologist who has conducted clinical research on cholesterol-lowering drugs (statins), and he prescribes statins for many of his patients. One of the major statin manufacturers asked Dr. Jones for permission to post on its Web site his name, his Johns Hopkins title and affiliation, and a quote stating his patients have successfully lowered their cholesterol levels with the company's drug.
Analysis: The proposed use would create the appearance that Dr. Jones and Johns Hopkins are promoting the use of a particular drug.
Decision: The request was denied. The company was told it could reference Dr. Jones' publications in the field of treatment for high cholesterol.
See Branding Guidelines FAQ's