Exceptional Care Is Calling
A positioning statement is a brief phrase that captures what an organization stands for. It is a concise, internally facing idea intended to reflect the unique purpose and profile of the organization. It is used to shape and guide brand communications.
It is not a tagline, which is an externally facing phrase used in marketing campaigns. For this reason, you won’t see the positioning statement used in communications or marketing materials.
The UVA Health positioning statement is “Exceptional Care Is Calling.” This phrase captures our passionate commitment to providing the most comprehensive and compassionate care possible for every patient and our dedication to innovation, research and the education of healthcare providers of the future.