Advertising Showcase: Mount Sinai Health System “Chief Medical Officer” Campaign
Each month, Strategic Health Care Marketing Advertising Showcase features a multimedia advertising campaign’s challenges, tactics, and outcomes, offering strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations.
Mount Sinai took a strategic, empathy-driven approach, conveying the message, “We get you, and we’ve got you,” to appeal to the ultimate health decision-makers: women.
Background
Located between two of the more famous hospitals in the competitive New York City marketplace, Mount Sinai Health System had to find a way to win preference with a fraction of the spend. Competitors built their reputations with significant public statements on billboards, sponsorships, and broadcast TV. Mount Sinai needed a sharper approach.
Wendi Chason, assistant vice president, marketing, Mount Sinai Health System
Without the luxury of mass reach, Mount Sinai narrowed its focus to women of the “sandwich generation” who influence partners, children, parents, all while taking care of themselves.
“As the ‘chief medical officer’ for so many, these women are in a constant balancing act between family needs, their own health, and family life,” says Wendi Chason, assistant vice president of marketing at Mount Sinai. “Our campaign layers Mount Sinai’s medical expertise with empathy — recognizing the challenges women face every day.”
Read on to see how Mount Sinai captures the attention of this vital target audience and achieves measurable results with this award-winning campaign.