\h, as you've found, will allow you to set the header-line name. That's certainly one (reasonable) option, but might cause problems, since \h is officially restricted to the header.
Very recently, support has been added for a milestone recently added to the upcoming USFM standard: \vid|h="Epifania"\* which can also take a scripture-verse reference: \vid| ref="ISA 6:4" h="Isaiah"\*
But that support was only added in 2.9.7, and I've just spotted a bug in it, which means it might not like only getting a book name.
Then there's the rugged and PTXprint-only milestone \zsetref|book="Epifania"\*, which has been around for much longer. It can also be used to scripture location: \zsetref|bkid="ISA" chapter="6" verse="4"\* (all parameters are optional).