URMC Re-Branded As "UR Medicine"

- The University of Rochester's medical services are getting a new look. 

Say hello to the brand new UR Medicine. Officials say the old name "University of Rochester Medical Center" was confusing. Patients thought "center" meant URMC was one place. Now all the university's patient care services will fall under the new "UR Medicine" umbrella. That includes Strong and Highland hospitals, as well as affiliated nursing homes. 

"It was natural to move to a message of 'you are,' meaning talking to the audience. It did both things at the same time. It helps us identify who we are and identifies who's most important to us: the patients," marketing Vice President Karl Withers said. 

The URMC name will still be used, but only when referring to the university's main medical campus on Elmwood Avenue. The university will showcase the new branding in local Super Bowl halftime commercials. 

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