The University of Rochester is introducing a new identity for its health care network. The logo now reads: UR Medicine.
That brand will be used to help describe Strong Memorial Hospital, (and its various components such as the Golisano Children's Hospital, Wilmot Cancer Institute and Flaum Eye Institute); Highland Hospital, Thompson Health, and Eastman Dental.
Previously those organizations were referred to as being components of the University of Rochester Medical Center. But officials say that name had some limitations because consumers often saw that as being a "place" rather than a network delivering care in dozens of locations throughout the region.
The new branding will be highlighted in locally-placed commercials around the Super Bowl half-time show on Sunday.