In 2011, Mount Sinai embarked on a strategy—across many digital and traditional channels—to ensure a consistent message of growth, strength, and excellence.
It began with the first steps to develop a new logo, and with it, a mission, vision, and values to propel the institution forward as health care in the United States took a revolutionary turn.
“The new logo and brand served as a focal point for our marketing efforts and became a metaphor for the multiple and growing parts of Mount Sinai working together to create something new,” says Leonard Achan, RN, MA, ANP, Chief Communications Officer and Chief of Access Services, Mount Sinai Health System, and Senior Associate Dean, Global Communications, Branding and Reputation, Icahn School of Medicine at Mount Sinai. “After we formed the Health System and rebranded our hospitals, our messages of exemplary patient care, innovations in research and education, as well as community service, were consistently broadcast throughout all of our marketing channels.”
Additionally over the past four years, thousands of lab coats and uniforms, stationery items, newsletters, and brochures were rebranded, as well as 1,050 exterior and interior signs, and 23 vehicles and ambulances.
Other marketing efforts resulted in a significant increase—of nearly 200 percent from 2011 to 2012—in earned media for the number of feature stories on Mount Sinai or its experts. Increases continue to average 45 percent year to year.
Mount Sinai’s social media program, also initiated in 2011, now has one of the largest footprints among health care organizations in the nation, operating more than 46 social media channels. By December 2014, The Mount Sinai Hospital, by itself, had received more than 100,000 likes on Facebook, making it the first hospital in the New York City area, and one of seven hospitals in the nation, to achieve this milestone.
Over recent years, Mount Sinai has also created 44 digital infographics that have generated more than 90,000 shares. Several of them have won top honors.
In June, the Icahn School of Medicine at Mount Sinai launched Phase One of a transformational project to build a new website optimized for mobile devices and social media sharing, and including a new events calendar module. Work is now in progress on the next phase, a new website for the Mount Sinai Health System. See “A Timeline of Marketing Milestones”.
To Mr. Achan, this is a momentum that is expected to continue in 2015, and through 2016 and beyond, as Mount Sinai unveils its new advertising campaign and builds on these and other media successes.
Mount Sinai’s new ads will be featured on www.mountsinai.org/advertising