Rochester Regional Health System Unveils New Brand, Mission, Vision, Values

September 29, 2014

New identity elements emphasize a focus on highly collaborative, patient-centered care

Rochester Regional Health System (Rochester Regional) today unveiled a new logo and introduced its vision, mission and values that underscore the System’s innovative leadership and commitment to preserve health and enhance the lives of a growing regional community of patients, residents and clients. These new branding and identity elements are being introduced this week to the Health System’s more than 14,000 physicians, nurses, caregivers and support staff through department celebrations and new banners and posters displayed throughout its main campuses and regional affiliates. Rochester Regional Health System is the result of the alliance formalized in July between Rochester General and Unity health systems. Clifton Springs Hospital & Clinic and United Memorial Medical Center in Batavia will join the System later this year.

RRHS_LogoThe new logo was designed to express the vibrancy, promise and unmatched capability of Rochester Regional to bring together a full continuum of integrated, nationally-recognized health care services and solutions that can conveniently and consistently help individuals get healthy and stay healthy, regardless of where they live in the region.

“As a fully integrated system – both clinically and operationally, Rochester Regional is uniquely qualified to lead efforts to improve patient and population health, improve the care experience and reduce cost,” explained Rochester Regional Health System Co-CEO, Mark Clement. “When individuals see this new logo throughout the region, they can be confident that the providers and facilities represented by this brand offer the highest quality care, personal attention and service to help them enjoy better, healthier lives.”

The values – Quality, Compassion, Respect, Collaboration and Foresight – were defined with input from employees across the system as their shared commitment to the community and to each other.

The mission statement – To enhance lives and preserve health by enabling access to a comprehensive, fully integrated network of the highest quality and most affordable care, delivered with kindness, integrity, and respect – incorporates the shared philosophies that made the partnership between Rochester General and Unity such an ideal fit, according to Co-CEO Warren Hern.

“Culturally, Unity and Rochester General have always had much in common, especially a passionately held mutual commitment to patient-focused care,” Hern said. “As we continue on our journey of integration, our complementary clinical strengths and wide-ranging regional locations will allow us to provide even more patients with comprehensive care of the highest quality and value.”

A public communications campaign, beginning today, will promote the new logo in billboards, print media and online advertising, and with outdoor banners displayed at most of Rochester Regional’s major affiliate locations in Monroe and Wayne counties. A new web site was also launched today:, combining existing information from and to describe the complete range of services provided by Rochester Regional Health System. The new site will continue to evolve over the next several months, as Rochester Regional leaders continue operational planning and integration efforts.

Changes to signage, email addresses and program names will be phased in over the next year to incorporate the new logo and name, said Barbara McManus, vice president of marketing and public relations.

About Rochester Regional Health System

Serving the greater Rochester and Finger Lakes region and beyond, Rochester Regional Health System combines the resources, skills and accomplishments of Rochester General Health System and Unity Health System in an integrated network of nationally recognized, community-focused services. The full care continuum includes three full service acute-care hospitals and comprehensive ambulatory services; leading cardiac, orthopedic, neuroscience, oncology, surgery, women’s health and medicine programs; more than 80 primary and specialty medical practices; innovative senior care programs, facilities and independent housing; a wide range of chemical dependency and behavioral health services; and ACM Medical Laboratory, a global leader in patient and clinical trials testing, with worldwide locations and lab partnerships.