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New brand, new name: UR Medicine
Rochester, N.Y. - A new brand, and a new name for the University of Rochester's network of hospitals and other health-related centers: UR Medicine.
UR made the announcement Thursday afternoon.
Chief Marketing Officer Karl Withers said that before the new branding, the umbrella term University of Rochester Medical Center had limitations. Withers said people associated it as a place, rather than the network of medical services offered by UR.
The new branding hopes to change that.
On Sunday, UR hopes the new branding and name sink in during the Super Bowl, when new commercials showing UR Medicine will air locally.