UR Medicine Takes to the Field During Sunday’s Super Bowl

Jan. 30, 2014

Rochester area Super Bowl fans are encouraged to keep a sharp eye on the screen as the University of Rochester kicks off a new identity for its growing health care network: UR Medicine. 

In locally placed commercials flanking the half-time show, viewers will be introduced to UR Medicine, which encompasses patient care providers affiliated with the University, including 

Previously, these organizations were referred to as components of the University of Rochester Medical Center (URMC), a name which, according to Chief Marketing Officer Karl Withers, had limitations. 

“Research with consumers showed that while most area residents associated URMC with leading-edge patient care strengthened by teaching and research, they also saw it as a ‘place’ rather than a network delivering care in dozens of locations throughout the region,” Withers said. “Because UR Medicine speaks to the care patients experience rather than the location in which they receive it, it can be more effective.”

The new brand brings clarity, consistency, and visibility to a growing family of health care providers, said Bradford C. Berk, M.D., Ph.D., CEO of URMC and UR Medicine. “In the last few years, we’ve expanded immensely, not only incorporating Thompson Health, but also a host of other outpatient components such as the Pluta Cancer Center, Interlakes Oncology, and Strong West. And, we’re offering specialty services at Nicholas Noyes Hospital, Jones Memorial Hospital, and Wyoming County Community Health System,” Berk said. “As we grow, the UR Medicine brand will let patients know where they can access our services.” 

Real patients, spots locally producedUR Medicine worked exclusively with Rochester-based identity and ad agencies – Antithesis Advertising, Icon Productions, and Forward Branding – to develop and introduce the new brand. The music was composed and performed by two faculty members of the University of Rochester’s Eastman School of Music, Michaela Eremiasova and Jairo Duarte-Lopez. According to Withers, all ads feature UR Medicine physicians and patients which gives them authenticity.

“Remarkable things happen every day within UR Medicine. Patients facing formidable odds are given new hope and treated with skill and compassion. Launching this new brand is not only a chance for us to share those stories, it’s an opportunity to re-inspire all 18,000 employees to consistently become ever better,” Berk said.