This is the first new brand campaign for the academic healthcare system in more than a decade.
NewYork-Presbyterian (NYP) launched a new brand platform and campaign this week.
The "Stay Amazing" campaign seeks to encourage the health system's patients and all New Yorkers to prioritize their health and wellbeing and showcases how NYP is a committed and accessible wellness partner.
During the COVID-19 pandemic, many patients put off care either due to fear of being infected or services being temporarily shut down. The campaign is "intended to inspire" patients to be proactive and seek care at NYP for both common and complex conditions.
"After caring for New Yorkers through the worst public health crisis of our lifetime, NYP is more committed than ever to improving the health of all the communities we serve and helping New Yorkers thrive,", Steven J. Corwin, MD, president and CEO of NYP, said in a statement. "As we look to the future, we are transforming how care is delivered, making it more convenient, accessible and equitable for all. We recognize that what people need from their health care providers has changed, and this campaign represents how we are evolving to meet our patients’ needs, delivering exceptional care wherever and whenever patients need it."
This is the first new brand campaign for the academic healthcare system in more than a decade and builds off of the "Amazing Things are Happening Here" a strategic, multimedia advertising campaign, which successfully differentiated the health system from its competitors in New York.
NYP, which has 10 hospitals across the Greater New York area, more than 200 care clinics and medical groups, and offers a wide array of telemedicine services, has grown its physical and digital footprint in the last decade. Throughout its growth, the NYP Hospital was ranked number 1 in New York and number 7 in the nation by the U.S. News & World Report, making this the 21st consecutive year that the hospital is the top-ranked hospital in the state.
"The health care industry has faced unbelievable challenges over the past 19 months, but that has only strengthened our resolve to improve the health and well-being of our communities. NYP is more than a health care provider; we are a partner to our patients along their wellness journeys," Devika Mathrani, senior vice president and chief marketing and communications officer at NYP, said in a statement. "We want to help New Yorkers stay amazing. The goal of our new brand platform is to help people feel empowered about their health."
The national and regional branding campaign will appear in print, television, radio, online media outlets, social media, and digital advertising.
Melanie Blackman is a contributing editor for strategy, marketing, and human resources at HealthLeaders, an HCPro brand.