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Analysis

Mount Sinai Launches First National Campaign

By Marianne@example.com  
   April 06, 2016

Print and television ads aim to highlight the organization's simple message: the health system is changing the face of medicine.

"The person who says it cannot be done should not interrupt the person who's doing it."

The proverb is the only spoken portion of one of Mount Sinai Health System's latest 15-second TV spots—a voiceover that plays along with footage of a lone mountaineer ascending a rocky cliff.

At the end of the ad, black text on a white background reads, "Changing the face of medicine." And the final frames display the health system's logo and its campaign tagline, "For you. For life."

The message is intentionally simple, and perfectly encapsulates Mount Sinai's motivation to create this new campaign—it's the seven-hospital system's first national effort. The organization has been evolving and expanding in recent years, pushing forward like a climber in the clouds.

For You. For Life.

The campaign, created by ad agency DeVito/Verdi, launched in July 2015 with print ads that ran in The New York Times, The Wall Street Journal, and local New York newspapers.

"Our initial print ads were part of an effort to highlight Mount Sinai's expanding network of hospitals, ambulatory practices, community health centers, and affiliations and partnerships, which are now in reach of all New Yorkers," says Kenneth L. Davis, MD, president and CEO of Mount Sinai Health System. "We also wanted to highlight our evolution as a healthcare system that places people and population health at the center of its mission." 

The print ads also focused on the culture of innovation at the Icahn School of Medicine at Mount Sinai.

The second phase of the print ads, which continue to run monthly in The New York Times Magazine, focus on patient success stories from key clinical service areas, showing how experts from various medical disciplines have come together to deliver compassionate and personalized care throughout a patient's lifetime. 

The TV ads, a group of 15-second spots, debuted locally and nationally in January 2016. The TV spots support the innovation and philosophy that is central to Mount Sinai, making the point that the health system is changing the face of medicine.

The ads use a combination of powerful imagery and quotes, including an excerpt from one of Robert F. Kennedy's speeches.

A Creative Reunion

DeVito/Verdi had worked with Mount Sinai to create print and radio advertising from 2003 to 2009, but when the two teamed up again to create the "For you. For life." campaign, the health system had undergone so many changes that the agency decided to start at square one.

"While the essence of the institution remained, Mount Sinai went through considerable expansion and the significant push to lead in key areas of research," says Ellis Verdi, president of DeVito/Verdi. "Importantly, they had placed a renewed focus on putting the patient at the center of all of all their efforts, and were well on their way to making substantive changes to achieve the goal of advancing medicine."

To get to the heart of the campaign message, the agency conducted extensive interviews throughout the organization, finding that since they last worked together Mount Sinai had begun to push the envelope even further, adopting a philosophy of changing the face of medicine.

Marianne Aiello is a contributing writer at HealthLeaders Media.

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