Commuters in the Union Square subway station were greeted by the many faces of Mount Sinai on Wednesday morning, October 4, as the Health System rolled out its new marketing campaign, “My Mount Sinai.” Patients who have received high-quality medical care from Mount Sinai specialists located below 34th Street were among those featured in oversized posters lining the walls of the Union Square station.
Breast cancer survivor and former Mount Sinai Beth Israel patient Donna Tookes, 62, who participated in a clinical trial for a scalp-cooling regimen that prevented hair loss during treatment, was photographed for Mount Sinai’s south of 34th Street campaign. She says, “I wanted others to know about the life-saving and life-changing work that is being done” at the Health System. “At a very scary time in my life, Mount Sinai Beth Israel gave me hope.” Four years after receiving treatment, Ms. Tookes shows no signs of cancer, and the scalp-cooling device she used has been approved by the U.S. Food and Drug Administration.
The “My Mount Sinai” campaign lets New Yorkers know they can receive high-quality health care close to home by highlighting the compelling medical needs of everyday New Yorkers and the life-saving work that Mount Sinai offers south of 34th Street. Poignantly, the ads reinforce the emotional vulnerability that people feel when their health is on the line and the relief they experience when their treatment is handled with expert care.
One advertisement offers a slice of New York humor by featuring a woman posed as a grateful senior citizen who credits a groundbreaking procedure at New York Eye and Ear Infirmary of Mount Sinai for restoring her hearing. Pictured with her loving husband, she says with a wry smile that, “unfortunately,” she can now hear “every single word he says.” In another advertisement, a medical team is portrayed rushing a young patient into surgery with the headline, “An award-winning Emergency Dept. doesn’t mean much. Until you have an emergency.”
Iris Latorre, Administrative Manager, Mount Sinai Urgent Care, Union Square, and Erick Eiting, MD, Medical Director, Department of Emergency Medicine, Mount Sinai Downtown, with the new campaign.
“These ads reflect Mount Sinai’s expansiveness and the quality of our services south of 34th Street,” says Jeremy Boal, MD, President, Mount Sinai Downtown, Executive Vice President and Chief Clinical Officer, Mount Sinai Health System. “Each day, our medical teams serve with dedication and skill, and they develop deep and meaningful relationships with their patients.”
The ads will appear in the Union Square subway station throughout the month of October, and print and online ads will appear in local publications and on websites throughout the fall.
In addition, visitors to Mount Sinai’s facilities south of 34th Street began seeing a mosaic of staff photos on digital screen displays starting October 4, as part of an internal “My Mount Sinai” marketing campaign. Employees in these locations are encouraged to share stories about how their care made a difference in the life of a patient, and what being part of the Mount Sinai community means to them.
Those who participate will have the opportunity to be featured on Mount Sinai’s social media sites and on the Inside Mount Sinai digital site. Employees should submit their stories with a photo of themselves to: socialmedia@mountsinai.org.
