UVA Health System: Our Brand Messaging

Positioning Statement

The UVA Health System positioning statement is “Exceptional Care Is Calling.” This phrase encapsulates the Health System’s passionate commitment to providing the best, most comprehensive compassionate care possible for every patient, and dedication to innovation, research and the education of healthcare providers of the future.


Our positioning statement is not a tagline, which is an externally facing phrase used primarily in marketing campaigns. For this reason, you will not see the words “Exceptional Care Is Calling” used in communications or marketing materials.

Brand Pillars

Four brand pillars support and clarify the “Exceptional Care Is Calling” positioning statement.

  • Embracing What Matters
  • Improving the Human Condition
  • Commitment to Perform at the Highest Level
  • Transformative Partners

Tone Words

Eight tone words represent the unique character and persona of UVA Health System. All Health System communications — from social media posts, to printed materials, to event promotions, to billboards — should use the following tone words as a guide. Depending on the audience, tone words may be prioritized differently.

  • Purposeful
  • Progressive
  • Committed
  • Intelligent
  • Inspired
  • Compassionate
  • Collegial
  • Proven

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University of Virginia Health System
Strategic Relations and Marketing
PO Box 800224
Charlottesville, VA 22908
P. 434.924.0366

UVA Health Brand Online

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