Mount Sinai Health System Launches Major Advertising Campaign
Campaign Reunites Mount Sinai with DeVito/Verdi, Creators of Past Iconic Mount Sinai Ads
The Mount Sinai Health System is launching a print advertising campaign that showcases its impact on New York City neighborhoods, its contributions to breakthrough research and education, and its collaborations in the local and global communities. The first ad, headlined "Most New York Neighborhoods Have a Deli, a Dry Cleaners, a Chinese Restaurant and a Mount Sinai," debuted Sunday, July 19, in The New York Times. For Mount Sinai, the campaign is the final element of a 360-degree multichannel marketing effort, in which the health system has promoted its brand across many digital and traditional channels while ensuring that the message is consistent throughout.
The first Mount Sinai ad highlights patient access to exemplary care throughout Mount Sinai’s expanding network of hospitals, ambulatory practices, community health centers, affiliations and partnerships, which are now within reach of all New Yorkers. The ads were designed by New York-based agency DeVito/Verdi, which had produced a long-running iconic 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," said Kenneth L. Davis, MD, President and Chief Executive Officer of the Mount Sinai Health System. "Our work with DeVito/Verdi in crafting this campaign enabled us to capture, in strong messages, how our health system is redefining science and medicine in the 21st century. The new 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."
The project with DeVito/Verdi represents a reunion: during a lengthy collaboration between 2003 and 2010, the ad agency helped to create, for its "Another day, another breakthrough" print campaign, dozens of iconic ads that helped to strengthen Mount Sinai’s reputation as a world-class destination for local, and global, specialty care.
"The much-lauded 'Breakthrough' campaign for Mount Sinai is arguably one of the most successful ad campaigns in health care, and we're honored to be reunited with this great institution in order to create smart, impactful work that speaks to the evolution of a new health care system that places people and population health at the center of its mission," said Ellis Verdi, president of DeVito/Verdi. "These are exciting times for health care systems, and we're thrilled to be the ones entrusted to reinforce Mount Sinai Health System's leadership position."
The first phase of this ad campaign will run through October and appear in The New York Times, The Wall Street Journal, and in local commuter and community newspapers. Digital and social media campaigns will complement the print ad campaign. 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. The campaign is woven through with a strong thread of patient stories, which Mount Sinai shared with DeVito/Verdi over many hours of interviews with its leaders, specialists, nurses, and caregivers.
"The new ad campaign will reflect our innovative model for delivering exemplary health care, doing groundbreaking research to find solutions for the most debilitating conditions, transforming medical school curriculums, and entering into strategic collaborations with industry," said Dennis S. Charney, MD, Anne and Joel Ehrenkranz Dean of the Icahn School of Medicine at Mount Sinai and President for Academic Affairs, Mount Sinai Health System. "Our integrated, collaborative approach characterizes the Icahn School of Medicine, which serves as a foundation for all of our hospitals and ambulatory centers. This allows for a multidisciplinary approach to research and the creation of integrated care teams."
The campaign describes the present Mount Sinai Health System, which was formed by the combination of The Mount Sinai Medical Center and the former Continuum Health Partners in 2013. The health system adopted the new logo and brand platform that had been revealed a year earlier. The logo, derived from the historic Mount Sinai mountain range, has intersecting lines in vibrant colors of cyan and deep magenta, which represent the connections between physicians, scientists, clinical staff, patients and students and the members of the Mount Sinai community.
"The new logo and brand served as a focal point for our 360-degree marketing efforts across all channels, online and offline," said Leonard Achan, Chief Communications Officer of the Mount Sinai Health System. "The logo was a metaphor for multiple parts of Mount Sinai working together to create something new. After we rebranded our hospitals – The Mount Sinai Hospital, Mount Sinai Queens, Mount Sinai Beth Israel, Mount Sinai Brooklyn, Mount Sinai Roosevelt, Mount Sinai St. Luke’s and New York Eye and Ear Infirmary of Mount Sinai – our messages of quality, exemplary patient care, innovations in research and education, as well as community service, were consistently broadcast throughout all of our marketing channels."
Initiated in 2011, Mount Sinai’s social media program has one of the largest footprints among health care organizations in the nation, now operating more than 46 social media channels to educate, empower and engage consumers, and create a network of support for patients and their families. The social media channels have achieved 223,000 likes and 188,000 check-ins on eight Facebook channels as well as 1,110,000 views on seven YouTube channels, 1,505,000 views on Google+, 102,000 check-ins on Foursquare, 56,000 followers on 14 Twitter channels, and 71,000 followers on six LinkedIn channels. By December 2014, The Mount Sinai Hospital by itself had received over 100,000 likes on Facebook, making it the first hospital in the New York City area, and one of seven hospitals in the nation, to achieve this milestone. Just recently, Mount Sinai’s social media campaign during the 2015 Aspen Ideas Festival accumulated over 16,200,000 impressions and 8,300 interactions. In addition, Mount Sinai has been ranked among the top five social-media friendly hospitals nationally in 2014 by NurseJournal.org, an online resource for nurses.
Mount Sinai has also created 44 digital infographics, winning honors for best infographic in the Ragan Health Care PR and Marketing Awards and the APEX Awards for Publication Excellence. Mount Sinai’s infographics have generated over 90,000 shares, and have been featured on other medical sites.
A proactive media strategy has resulted in profound increases in earned media. For example, from 2011 to 2012, the percentage of feature stories on Mount Sinai or its experts increased by nearly 200 percent, with percentage increases averaging 45 percent year over year. Patient success stories, or testimonials, will also be part of the upcoming DeVito/Verdi campaign.
Mount Sinai also created a state-of-the-art video studio on The Mount Sinai Hospital’s campus to expand its catalogue of expert and patient videos. The video studio has direct-feed broadcast abilities.
Recently, Mount Sinai launched the new Icahn School of Medicine website, a visually and editorially compelling project to better serve and engage the tens of thousands of visitors to the site. It has enhanced intuitive and dynamic components, is optimized for mobile devices and social media sharing, and features an events calendar module. The next phase is a relaunch of the Mount Sinai Health System website.
About the Mount Sinai Health System
The Mount Sinai Health System is an integrated health system committed to providing distinguished care, conducting transformative research, and advancing biomedical education. Structured around seven hospital campuses and a single medical school, the Health System has an extensive ambulatory network and a range of inpatient and outpatient services—from community-based facilities to tertiary and quaternary care.
The System includes approximately 6,100 primary and specialty care physicians; 12 minority-owned free-standing ambulatory surgery centers; more than 140 ambulatory practices throughout the five boroughs of New York City, Westchester, Long Island, and Florida; and 31 affiliated community health centers. Physicians are affiliated with the renowned Icahn School of Medicine at Mount Sinai, which is ranked among the highest in the nation in National Institutes of Health funding per investigator. The Mount Sinai Hospital is nationally ranked as one of the top 25 hospitals in 8 specialties in the 2014-2015 "Best Hospitals" issue of U.S. News & World Report. Mount Sinai’s Kravis Children’s Hospital also is ranked in seven out of ten pediatric specialties by U.S. News & World Report. The New York Eye and Ear Infirmary of Mount Sinai is ranked nationally, while Mount Sinai Beth Israel, Mount Sinai St. Luke’s, and Mount Sinai Roosevelt are ranked regionally.
DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry. It has been voted "Best Agency" six times by the advertising industry group, the AAAA, and has created some of the most memorable ad campaigns of the past 20 years. Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies, many of which were for work done on behalf of Mount Sinai.
For more information on DeVito/Verdi, visit www.devitoverdi.com.