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The University of Arizona College of Medicine – Phoenix is proud to unveil its next-level branding campaign — reimagine Phoenix, It’s All Here — to celebrate and highlight 11 years of strategic growth on the Phoenix Biomedical Campus and full accreditation from the Liaison Committee on Medical Education.

As with many brilliant ideas, the campaign originated at the intersection of necessity and opportunity.

Necessity

We recognized the need to build a stronger brand, elevate brand awareness and demonstrate our success in innovating medical education. Having earned separate accreditation, it is important to establish the UA College of Medicine – Phoenix as a thought leader in specific areas that will distinguish the college among its peer institutions and elevate its reputation.

The medical school’s distributive model, similar to Harvard Medical School, partners the college with nine world-renowned medical centers, including Banner – University Medical Center, Phoenix Children’s Hospital, Dignity Health St. Joseph’s Hospital and Medical Center and Barrow Neurological Institute, Mayo Clinic, Maricopa Integrated Health System, HonorHealth, Abrazo Community Health Network, the Phoenix VA Health Care System and Hospice of the Valley. These collective partnerships not only provide clinical training, but have launched the college into the national and international research spotlight in traumatic brain injury, cardiovascular disease, cancer prevention and discovery research. As we reflect on what we have achieved together, we recognize the importance of highlighting these tremendous accomplishments. Together, we will continue to advance research, patient care and medical education.

Opportunity

In 2019, the Association of American Medical Colleges (AAMC) Learn Serve Lead conference will be held in Phoenix, Arizona. This AAMC flagship event is unique in bringing together diverse stakeholders, including medical school deans, CEOs, hospital administrators, faculty, physicians, researchers and students to advance new ideas by working and learning together.

The signature learning and networking event for all who care about the future of academic medicine will draw over 4,500 leaders to Phoenix. It will provide a wonderful opportunity to showcase Phoenix — and the college. We will highlight the college’s integral role as an academic medical center and demonstrate the successful model that we have developed along with our partners.

To build excitement about next year’s conference, we will have a booth at Learn Serve Lead 2018 in Austin, Texas. There, we will share information about our community, collaborations, research, medical education and thought leadership. The reimagine Medicine podcast will also be promoted at the conference.

How Will We Do It?

We are challenging people to reimagine their perceptions of Phoenix and the University of Arizona. The city has become the center of a bioscience knowledge community — a collaborative environment fueling world-class discovery in medicine from bench to bedside. Downtown Phoenix offers a vibrant energy with a diverse array of places to explore. Embracing unique synergies on the Phoenix Biomedical Campus, we ask leaders to reimagine this dynamic community. It’s all here.

The City of Phoenix had a bold vision — to develop a biosciences campus that would bring together visionaries in health care. These leaders would create unparalleled collaboration, build infrastructure and generate synergies. The vision is now a reality.

It’s all here. World-class researchers, innovators, clinicians, administrators and educators work in a dynamic environment dedicated to improving health care throughout Arizona — and across the world. Together, we are preparing future physician-scientists to advance health care and improve lives.

“This vision is now a reality,” said Christine Mackay, Phoenix economic development director. “Just five years ago, the economic impact of the Phoenix Biomedical Campus was estimated at $1.26 billion with the College of Medicine – Phoenix contributing $961 million. By 2025, the overall economic impact is expected to grow to $3.1 billion.”

“In partnership with our clinical and local affiliates, we chose to reimagine personalized medical education and translational research to prepare the physician of the future to make an exceptional contribution to the communities we serve. After 11 years and continued development on the downtown Phoenix Biomedical Campus, I can report that the realization of this grand vision has truly been a success for our students, faculty, partners and community.” — Guy Reed, MD, MS, Dean and Valley of the Sun Professor at the UA College of Medicine – Phoenix.

To coincide with the campaign, the college will launch the reimagine Medicine podcast on November 12.

Hosted by Jonathan Lifshitz, PhD, director of the college's Translational Neurotrauma Research Program, and Katie Brite, MD, chair of the college's Curriculum Committee and co-director of the Family Community and Preventive Medicine Clerkship, the podcast will bring together clinicians, researchers, educators, health care thought leaders and medical students to share the experiences and ideas that are fueling their efforts.

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