New strategic brand platform shows UPMC as world-class health care organization

UPMC (University of Pittsburgh Medical Center) today unveiled a new strategic brand platform "UPMC: Life Changing Medicine" and logo, unifying its clinical, insurance and international and commercial services activities with one consistent message.

The brand showcases UPMC as a world-class health care organization and creates a broader regional and national awareness of UPMC and its commitment to passionate patient care, medical advances and breakthroughs in research and technology.

"Life Changing Medicine is an affirmation that UPMC is singularly positioned to take medicine from where it is to where it needs to be," said Sandra Danoff, Senior Vice President and Chief Communications Officer, UPMC. "The platform showcases UPMC and its integrated payer-provider platform, using good science and smart technology to develop new models of patient-centered accountable care that deliver improved outcomes and reduces costs."

An Innovative Multichannel Campaign

UPMC will launch its new brand through a multichannel campaign created by Grey New York. It will include an array of broadcast, digital, outdoor and print advertising.  The trade press estimates billings at $16 million.

The centerpiece of the television campaign is a 60-second anthem that weaves imagery of patient care with scenes of medical research.  The theme of the anthem conveys that UPMC is not a hospital, a business or a think tank – it combines the human mind and the human heart to create an organization committed to life changing ideas, innovations and care.

The campaign, which debuts on October 21, will run in Pennsylvania and Ohio television markets and local newspapers and magazines before a broader regional roll-out next year.

"As western Pennsylvania's largest employer, UPMC is proud of the role we've played in the transformation of the regional economy to one based on medicine, education and research," Ms. Danoff said. "This campaign celebrates the people of Pittsburgh and UPMC as we become a model for addressing health care reform."

New UPMC Logo

UPMC introduces a new logo in its advertising, which includes a classical mobius. Designed from a single thread that continuously flows into three intersecting arcs, the symbol conveys the interconnectivity of UPMC's mission of providing outstanding patient care and shaping tomorrow's health system through clinical innovation, biomedical and health services research, and education.