Advertising Showcase: Northwell Health’s “Resolutions” 2023 Holiday Campaign
Welcome to the first Strategic Health Care Marketing Advertising Showcase. Each month, we feature challenges, tactics, and outcomes of a multimedia advertising campaign — offering you strategic and creative insights from some of the nation’s leading hospitals, health systems, and health-related organizations.
// By Susan Dubuque //
Opportunity
This past holiday season, the Northwell Health marketing team saw the opportunity to build on its Raise Health movement with a positive and charming message about health and longevity. And considering all that is happening in the world, the team also wanted to share a moment of joy.
As New York’s largest health care system, Northwell assumes the unique responsibility to support the community by helping each member live the longest, fullest life possible. One small step in accomplishing that lofty goal is to remind everyone to make — and keep — a New Year’s resolution.
Planning
The goal of the “Resolutions” campaign is to generate awareness and brand love for Northwell. The marketing team set out to create an inspirational campaign featuring a cast of New Yorkers who have reached the remarkable age of 100+. The ads were designed to let the centenarians inspire us with their humor, their values, their stories, and their celebration of long, healthy lives.
The media strategy was to strategically place content and programming in environments across Northwell’s core market — the New York DMA (designated market area) — through channels that people tune in to, often with their family members, over the winter break, such as key holiday and New Year’s programming and high-circulating print publications.