Is there a way to show a field value OTHER than the name in the profile heading?

Customization question for you... Here's the issue: for one profile type, I would like the profile to represent a *family* rather than an individual. So, instead of "Thomas Jefferson" showing as the name on the profile, I'd like to show the value for a custom field called "family name", so that "The Jefferson Family" would show as the name.

Is this possible? Any hints as to how to proceed. (And yes, I realize this is very hack-y ;-) )