 Hamot's marketing campaigns have used a variety of themes, including "...it matters where you go", and "leading the way to better health".On August 27, 2010, Hamot Medical Center and the University of Pittsburgh Medical Center (UPMC) signed a letter of intent to negotiate a $300 million affiliation deal.On January 10, 2011, Hamot's board of trustees unanimously approved a formal agreement to affiliate and integrate into UPMC as the medical center's tertiary hub for northwestern Pennsylvania.