Heckman, George A.Molnar, Frank J.Lee, Linda2017-04-212017-04-212013-12-03http://dx.doi.org/10.5770/cgj.16.89http://hdl.handle.net/10012/11695Geriatric Medicine is well-suited to inform and lead healthcare system redesign to address the needs of seniors with complex conditions. We posit that geriatricians must urgently consider how to “brand” Geriatric Medicine in a manner that garners active support from those outside the specialty, including how to adapt practice patterns to better meet the needs of patients and of the health-care system.enAttribution-NonCommercial-NoDerivs 2.5 Canadahttps://creativecommons.org/licenses/by-nc-nd/2.5/ca/Geriatric MedicineFrailtyHealth SystemPrimary CareDementiaArticle