UPMC is spending $16 million on ads and branding, as reported in the news story “UPMC to plunk down $16 million on warm, fuzzy purple” (Oct 16 and TribLIVE.com). Rather than “warm, fuzzy purple,” I’d brand UPMC royal purple, since it seems that UPMC’s long-range business plan is to serve the insured, the rich and the affluent. Will this be part of UPMC’s facilities fee•

Just think, UPMC’s tax-exempt, “partner in health care,” “warm and fuzzy” money could have kept UPMC Braddock open for another three years. But why provide service to an underserved, mostly poor, uninsured or underinsured and minority population, 40 percent of who are with without transportation• I’d brand UPMC as “adding insult to injury.”

Patricia A. Morgan

Braddock

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