Long-ailing UMC aims to alter image, add revenue

Hospitals typically spend millions of dollars a year marketing themselves. University Medical Center of Southern Nevada gets much of its name recognition for free. Whether in written or televised news accounts, UMC's trauma center often serves as the backdrop for shootings, stabbings and other major incidents . Two weeks ago, IndyCar racer Dan Wheldon died there after a 15-car crash inflicted head injuries beyond treatment. To UMC Chief Executive Officer Brian Brannman, the trauma center's prominence helps showcase some of the county-owned hospital's strongest assets. "We think we can take care of a lot of catastrophes and accidents with excellent results," said Brannman, who took his post July 1. "A level one trauma center is essential for a community this size."