Rochester News


URMC Rebranded as UR Medicine

URMC Rebranded as UR Medicine

Rochester, NY -- The University of Rochester Medical Center has a new brand name, UR Medicine.

The formal launch is Sunday, with local TV ads airing during halftime in the Super Bowl.

Marketing officials say the idea is to drive home the idea that URMC is not a place, but a network of care facilities across the region -- including Strong Memorial and Highland hospitals and Thompson Health in Ontario County -- among others.




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