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Campaign Spotlight: Advertising By Way of Photojournalism

Marianne Aiello, for HealthLeaders Media, December 2, 2009

Click to view larger version.Many hospital ads feature patients and technology, and often wind up blending together and getting lost among the clutter. Though NYU Langone Medical Center's "Any Given Moment" ad campaign highlights its patients and technological advances, its photojournalistic style ensures it will attract the attention of consumers.

The print ads for the 636-bed New York City hospital feature photos by documentary fine art photographer Larry Fink. The photos capture simple subjects, like beakers, smiling patients, and thoughtful doctors, while the text conveys powerful messages.

"We wanted an advertising campaign that successfully communicates the passion, energy and expertise of our doctors, nurses, scientists and staff," Deborah Loeb Bohren, vice president for communications and public affairs, said in a release. "We believe that 'Any Given Moment . . . captures powerful real-life moments that we believe people will connect with, all while creating a strong visual identity for the Medical Center."

The campaign, which consists of print, billboard, outdoor, and bus wraps, launched on October 5 and will kick off a second leg in early 2010. It includes 11 stories, each featuring a specific area of expertise, including neurosurgery, rehabilitation, cancer, cardiac and vascular surgery, nursing, research, critical care, and advanced imaging and diagnostics.

"All objective measures of our performance are up . . . making this the perfect time to spread the word with a new advertising campaign," said Robert I. Grossman, MD, dean and CEO of NYU Langone Medical Center, in a release. "We believe that the campaign captures the heart, soul, and excellence of our medical center and underscores our ongoing commitment to providing the highest levels of patient care."

The print ads are running in publications such as the New York Times, the Wall Street Journal, New York magazine, and The New Yorker.

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