Who’s the Hero of the NYU Langone Orthopedics Campaign? You Are! (If You’re a New Yorker, That Is)

September 5, 2019

Notable Health Care Advertising

// By Peter Hochstein //

Peter Hochstein“Hyperlocalization” may not be a real word. But NYU Langone has made it a real advertising thing. And it turns out to be an amusing, identifiable, and highly effective technique.

There’s nothing new about hospitals giving their advertising a distinctly local flavor. We described one successful case history of a campaign for Mid-Hudson Regional Hospital back in April 2016 that did just that. The advertising, we said,

“… is a kind of regional ‘selfie,’ filled with images of local shops, landmarks, and individuals. In television, a soundtrack sets the mood, using background music that seems to be emanating from two guys playing guitars in a local music shop.”

That’s what used to be called “localization,” a technique the late David Ogilvy was using to sell gasoline as far back as the 1960s. (His Shell gasoline print ads would give a weather report for freezing temperatures in a specific city and then advise local readers to fill up with “Super Shell with butane, for faster starts in cold weather.”)

Now NYU Langone Health and its advertising agency Munn Rabôt have one-upped just about everybody else in the localization derby.

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