University of Maryland Medical System ‘A Better State of Care’ Brand Campaign Airing During Summer Olympics Coverage

When Marylanders are watching the 2024 Summer Olympics during the next several weeks, in addition to keeping an eye out for more than 20 athletes from the state, they will also see the state’s largest hospital system represented. ‘A Better State of Care,’ a brand campaign produced by the University of Maryland Medical System (UMMS), an academic-focused health network that provides 25% of all hospital-based care in the state, will be airing on Peacock locally.

“The Olympics, symbolized by the five interconnected rings that serve as its logo, are about bringing people from around the world together and breaking down the walls and barriers that divide us in the spirit of unity and inclusiveness,” said Mohan Suntha, MD, MBA, President and CEO of UMMS. “At UMMS, our version of the five Olympic rings are our five core values: Compassion, Discovery, Excellence, Diversity and Integrity. These form the foundation of our culture, of who we want to be, and what we stand for. Like in the Olympics, our values are about bringing everyone together – in our case team members, patients and the communities we serve – and working as one to provide ‘A Better State of Care.’”  

“We are proud to celebrate the Olympics and to be a part of this experience,” added Matthew Clark, Senior Vice President of Marketing & Communications for UMMS. “As the world looks to Paris, we continue to focus on the health and wellbeing of athletes and fans across Maryland.”

UMMS produced this 30-second commercial, ‘A Better State of Care for Every Athlete and Every Fan,’ that embodies the spirit of the games and UMMS’ commitment to the health of all Marylanders and will air on NBC Peacock throughout the Olympics. UMMS will also be featured through on-air promotions streaming through Peacock, featured as a local sponsor within NBC’s promotion of Maryland Olympians Katie Ledecky and Chase Kalisz and of the games overall. 

Script for the :30-second ‘A Better State of Care’ Olympics Spot

As muscles tense. 

And hearts pound.

As bodies are pushed to the extreme. 

There’s a health system here to help everyone stay in the game,

University of Maryland Medical System. 

For pro athletes. 

And devoted amateurs. 

For those on the sidelines. 

And those making a comeback.

We have more experts and more innovation so you can experience every moment.

That’s a better state of care. 

University of Maryland Medical System

Beyond Olympics coverage, ads highlighting the ‘A Better State of Care’ campaign will be running through September across various channels including social media, Pandora radio, billboards, digital signage and digital and print newspapers.

UMMS is also a longtime sponsor of the University of Maryland athletics program. As the Official Medical Team of the Terps, University of Maryland physicians provide medical care to Maryland athletes on and off the field, and the UMMS brand is prominently connected to the program through in-game football and basketball promotions, signage, and digital content.

About the University of Maryland Medical System

The University of Maryland Medical System (UMMS) is a university-based regional health care system focused on serving the health care needs of Maryland, bringing innovation, discovery and research to the care we provide and educating the state’s future physician and health care professionals through our partnership with the University of Maryland School of Medicine and University of Maryland, Baltimore professional schools (Nursing, Pharmacy, Social Work and Dentistry) in Baltimore. As one of the largest private employers in the State, the health system’s more than 29,500 employees and 4,000 affiliated physicians provide primary and specialty care in more than 150 locations, including 13 hospitals and 9 University of Maryland Urgent Care centers. The UMMS flagship academic campus, the University of Maryland Medical Center in downtown Baltimore, is recognized regionally and nationally for excellence and innovation in specialized care.  Our acute care and specialty rehabilitation hospitals serve urban, suburban and rural communities and are located in 13 counties across the State. For more information, visit www.umms.org.