Saturday, September 30, 2006

UPMC Global

Honestly, I have no reason to believe if this is anything new at all. As far as I know this has been going on for some time. But I was on an American Airlines flight originating from London-Heathrow over the the weekend and there was a full page advertisement in the airline magazine for UPMC. Because AA is not an airline with a big Pittsburgh presence, and this was not a magazine with any Pittsburgh specific ad pages, it was clearly an ad aimed for a national/global market. It was a sparse ad, focused a little on cardiac care but it more seemed to just be getting the UPMC brand name out there. In fact, other than for some fairly small type at the bottom, the reader would not know there was any connection to Pittsburgh. The brand being pushed is just UPMC. Sort of like how Pittsburgh National Bank eventually evolved into just PNC as it pushed beyond local borders. So it's not a big deal and not really surprising. It's just interesting and something I have not noticed before. I wonder how much extra-regional advertising UPMC has been doing. That and it being in a travel related publication.....makes you wonder if they are looking to focus on more medical tourism.


Anonymous Anonymous said...

Absolutely. I noticed a similar ad in a national mag. I don't remember the ad copy exactly, but I took the ad to be a come on to rich people with sports-related injuries. Why not, I guess? Like the Cleveland or Mayo Clinics.

Monday, October 02, 2006 4:18:00 PM  
Blogger John said...

UPMC manages several hospitals in Italy and has done so for years. There is in fact a UPMC-Italy that is part of UPMC-Diversified, I believe.

I was once told that UPMC chose to set up shop in Italy largely because Thomas Detre liked it there, and that is where he wanted to retire. Romoff's current wife is also from Italy.

Tuesday, October 03, 2006 6:15:00 PM  
Blogger C. Briem said...

yeah.. I know about those and there are other intl ventures that have been contemplated or are currently being planned. but I still wonder the purpose the ads to a degree. Some intl presence is one thing but actually trying to build a global brand is something else. but I do see today that there are ads in US Airways magazine this month as well.

Tuesday, October 03, 2006 11:27:00 PM  

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