This year’s Marketing Impact Awards winners turned to advertising

The New York-based Mount Sinai Health System sought to stand out by presenting a bold vision of what it takes to overcome the most complex medical problems. The healthcare organization has partnered with SS+K, a New York-based agency, to launch the “We find a way” campaign.

SS+K Creative Director Margie Chidley said the agency’s goal was to look beyond the services provided by the health care system at the height of the pandemic in New York City.

“When we started working with them, Mount Sinai was coming out of COVID-19,” she said. “They were right in the middle of it.”

“The staff had been through a lot,” she continued. “When we spoke to them, each person had a story… They were starting to come out of it, and the campaign was about portraying Mount Sinai in a different light.”

For his money making print campaign, Mount Sinai focused on the world’s first trachea transplant and the launch of the new Mount Sinai Tisch Cancer Center. Pulitzer Prize-winning photojournalist Ashley Gilbertson captured the images, which have been featured in full-page coverage in The New York Times Magazine, New York Post, Wall Street Journal and local media.

According to Chidley, elective appointment bookings in key critical disciplines increased after the launch of the campaign, which also included bronze award-winning video ads.

“It was inspiring to see how the message cut through that noise,” Chidley said, referring to other patient requests for attention.

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