University Medical Center is working to more closely identify their Emergency Medical Services with the hospital.

The hospital is planning to update the service name to “UMC EMS”, and put new vinyl wraps on emergency vehicles to increase UMC’s brand identification, according to Greg Bruce, UMC’s vice president of corporate services.

The hospital system loses money on the EMS service each year, posting an operating loss of $3.4 million last year, and a projected $2.7 million loss for the current year.

Bruce said that “We are confident our efforts to increase brand identification and patient loyalty are sound business, and will help reduce these losses and improve the system’s bottom line.

No word yet on the actual cost of the rebranding campaign, as the hospital is still waiting on price quotes for some of the components.

UMC EMS transports around 11,000 patients annually.