The Mount Sinai Health System launched its first television commercials as part of its “For you. For life.” campaign in local markets on Sunday, January 10, an effort that extends to national markets beginning Monday, January 25. The commercials supplement an extensive print advertising campaign that began in 2015, which spotlighted Mount Sinai’s commitment to lifetime compassionate care, innovative medical education, and breakthrough research.
“We want to share our message with a variety of audiences—that we are here for you, for life,” says Kenneth L. Davis, MD, President and Chief Executive Officer, Mount Sinai Health System. “The ongoing print campaign and our new television commercials enable us to capture, in strong messages, how our Health System is redefining science and medicine in the twenty-first century.”
The overall advertising campaign is far-reaching. It includes prime print space in The New York Times Magazine, The New York Times, The Wall Street Journal, and community papers, as well as simultaneous digital and social media efforts. The TV campaign is being featured in local markets for six months, and nationally, for six weeks.
On launch day, the first commercials appeared during the Sunday morning news shows and 60 Minutes.
“The campaign reinforces our innovative model for delivering exemplary health care and conducting groundbreaking research, transforming medical school curricula, and entering into strategic collaborations with industry,” says Dennis S. Charney, MD, Anne and Joel Ehrenkranz Dean, Icahn School of Medicine at Mount Sinai and President for Academic Affairs, Mount Sinai Health System.
Leonard Achan, RN, MA, ANP, Chief Communications Officer, Mount Sinai Health System, adds, “Our television campaign is an important next step in an all-encompassing marketing strategy that began in 2013 with a comprehensive rebranding initiative for the newly formed Health System—including a new logo, as well as a redefined mission, vision, and values statement—that ensures a consistent message of growth, strength, and excellence across all channels.” The ads were designed by New York-based agency DeVito/Verdi.