When New York City-based Mount Sinai Health System launched a systemwide advertising campaign several years ago, its focus was population health.
The system had recently rebranded as Mount Sinai Health System following the combination of Continuum Health Partners and Mount Sinai Medical Center, two of New York City's largest hospital systems. And it sought to highlight its seven hospitals, more than 6,000 physicians and more than 300 community locations.
The first print advertisement — headlined "Most New York neighborhoods have a deli, a dry cleaners, a Chinese restaurant and a Mount Sinai"— debuted July 19, 2015, in The New York Times. The second advertisement, which debuted later in July 2015, declared "If our beds are filled, it means we've failed."
Mount Sinai followed up with a more targeted advertising campaign, to make the public aware of its growing ambulatory network below 34th Street in Manhattan. That campaign launched in 2017 and ended earlier this year.
Now, Mount Sinai seeks to raise awareness about the clinical care and procedures it offers.
Discussions about the newest campaign — the largest single awareness campaign in Mount Sinai's history — began last spring. The system worked with the United States Tennis Association on a campaign tied to the U.S. Open, where a Mount Sinai physician served as CMO. That campaign launched in August and focused on sports medicine and orthopedics. In October, with help from the DeVito/Verdi ad agency in New York City, Mount Sinai introduced its overall campaign centered on: "Which hospital you choose can make all the difference in the world."
"The idea is that we're a full-service hospital and can take care of all of you, so prevention is our primary goal — we talked about that in the last [population health] campaign," said Dorie Klissas, vice president of marketing and communications at Mount Sinai. "[With] this one our idea was to highlight our accomplishments as well as the expertise our physicians and clinicians have. Many of them are pioneers in their field; they're super-specialists."
The ad campaign will also highlight the types of complex conditions patients can receive treatment for at Mount Sinai.
"If you have a complex case, we have the specialists who can care for you," Ms. Klissas said. "Also, it's a full-service hospital, so if you're a cancer patient, you're being treated by us. And [if] you end up having a heart condition, we can treat you within our own network and hospital."
The campaign will include ads on the Long Island Rail Road, Metro-North and New York City subway and buses across the metro area.
The system began advertisements in The New York Times and additional elements are now under consideration. No plans are finalized.
Examples of ads include: "We Care More About Saving Lives Than Winning Awards. That's Why We Win Awards"; "You Don't Bring Outdated Technology To A Cancer Fight"; "One Tiny Incision In The Skull. One Giant Breakthrough In Neurosurgery"; and "What's The Worst Kind of Prostate Cancer? The Aggressive Kind That Goes Undetected."