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February 19, 2014

‘UR Medicine’ aligns clinical services

UR MedicineThe University has introduced a new name—UR Medicine—that aims to better capture the full breadth of patient care services delivered across all of the University’s affiliated institutions and collaborative clinical programs.

UR Medicine will be used to brand all aspects of the University’s patient care network, including Strong Memorial Hospital (along with its donor-named components like Golisano Children’s Hospital, Wilmot Cancer Center, Flaum Eye Institute, Strong West, etc.), Highland Hospital, Thompson Health, Eastman Dental, the Highlands at Brighton, the Highlands Living Center, and the University of Rochester Medical Faculty Group.

The UR Medicine name applies to clinical services. Teaching and science missions will continue to be identified by school—either School of  Medicine and Dentistry or School of Nursing—or by the University of Rochester, as appropriate. The URMC name will now be used only when referring to the main medical campus between Elmwood Avenue and Crittenden Boulevard.

UR Medicine commercials highlighting patient stories began airing during the local broadcast of the Super Bowl and has had a strong presence during the 2014 Winter Olympics in Sochi. View the commercials online at

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