A new chapter is unfolding at the Mount Sinai Health System, one that defines Mount Sinai’s leadership in providing seamless patient care—for you, for life—throughout New York City. It also showcases Mount Sinai’s significant contributions to research and medical education, and highlights innovative collaborations around the world that advance health care. For the first time since the Health System was formed in 2013, this story is being shared with the public in an advertising campaign that was launched in the Sunday, July 19, issue of The New York Times Magazine.
The ad campaign is the concluding element of an all-encompassing four-year marketing effort that prominently promoted the Mount Sinai brand across multiple channels, interlocking traditional and new media, to ensure a strong and consistent message.
This special edition of Inside Mount Sinai features the inaugural ad that kicks off the campaign. It spotlights the Health System’s unique strength: that through its seven hospital campuses, 6,100 primary care and specialty physicians, an expanding network of ambulatory and community health centers, and other affiliations and partnerships, it places continuous and coordinated care within the reach of almost all New Yorkers.
A Panoramic view
The first ad features an open panoramic view of a New York City neighborhood, asserting that the Mount Sinai Health System—more than ever—is part of the fabric of New York. The ads were designed by New York-based agency DeVito/Verdi, which had produced the award-winning iconic “Another day, another breakthrough” campaign for The Mount Sinai Medical Center between 2003 and 2010.
“Mount Sinai is one of the most robust health care systems in the nation, and the time has come to tell our story to larger audiences—that we are here for you, for life,” says Kenneth L. Davis, MD, President and Chief Executive Officer, Mount Sinai Health System. “The ads convey to the diverse communities we serve just how special our health care providers are, the deep relationships they have with our patients, and beyond that, a sense of our revolutionary solutions to the challenges facing the health care industry.”
Transformative Health care
Phase One of the campaign will run through October and appear in The New York Times Magazine, The New York Times, The Wall Street Journal, and local commuter and community newspapers. Digital and social media campaigns will be launched simultaneously.
While this first ad emphasizes Mount Sinai’s impact on community-based health care, a subsequent ad will focus on medical and scientific breakthroughs being made at the Icahn School of Medicine at Mount Sinai.
“It will reflect our revolutionary model for delivering exemplary health care, doing innovative research to find solutions for the most debilitating conditions, transforming the curriculum for medical school students, and entering into partnerships with industry,” says Dennis S. Charney, MD, Anne and Joel Ehrenkranz Dean, Icahn School of Medicine at Mount Sinai, and President for Academic Affairs, Mount Sinai Health System.
More ads to launch later this year will focus on key clinical service areas and show how experts from various medical disciplines come together to deliver compassionate, personalized care throughout a patient’s lifetime.