In November 2021, NewYork-Presbyterian (NYP) launched its first brand campaign in a decade. “Stay Amazing” encouraged New Yorkers to continue to prioritize their health and well-being, despite the challenges presented by the pandemic.
Building on that well-received effort, the healthcare system has debuted a series of spots focused on individual New Yorkers who received care at NYP. Each of the spots tells one person’s story of perseverance in the face of health setbacks.
This year’s U.S. Open provided the setting for the debut of one of the stories, told by a pediatric care patient who is not letting heart disease stop her from pursuing her goal of becoming a fashion designer. With its combination of live action and animation — not to mention the kid’s-eye perspective on being diagnosed with myocarditis and the treatment that followed — the spot adds a new layer to the “Stay Amazing” theme.
“The previous campaign was built around this idea that amazing things are happening here,” explained Devika Mathrani, CMO of NYP. “It was focused on communicating the excellence of the institution, but it was a little more insular; it talked about ourselves and what’s happening within the four walls of the hospital. Whereas the new campaign is more focused on asking, ‘What does that excellence do for the communities and the people that we serve?’”
Other spots in the new effort feature a softball player treated for spinal curvature and a firefighter who received a heart transplant.
While the patient-testimonial focus of the campaign may not be unique, Mathrani believes that NYP’s angle differentiates itself from similar efforts.
“Storytelling has always been a part of the DNA of the institution. But in the past, it was a patient sort of telling their story while talking into a camera, and the imagery was black-and-white,” she said. “We wanted to evolve that same idea because it’s a way to emotionally connect with consumers. It is this idea of ‘show me, don’t tell me.’ Actually seeing it told through the eyes of a patient makes it much more real.”
The new iteration of “Stay Amazing” is being rolled out across multiple channels and in concert with the world of sports, courtesy of partnerships with the World Cup, the National Football League, the New York Mets and longtime NYP partner the New York Yankees. NYP has been the team’s official hospital for more than a decade.
In tandem with the patient stories, NYP has unveiled a Westchester-specific campaign, “More Amazing, More Westchester.” Using locations in and around Westchester County, that effort is designed to alert consumers that the NYP system extends beyond the New York City limits.
To hear Mathrani tell it, NYP’s recent campaigns serve as both a response to COVID — they encourage the prioritization of healthcare that was overlooked during the last two years — and a reflection on changes in consumer behavior, many prompted by the pandemic.
“Patients have become more proactive in their mental and physical health and we can be their partner on their wellness journey,” she notes. “Life evolves and our care evolves with them. That’s really what this campaign is about: We are your partner in your everyday wellness journey. We don’t want to just be that scary place that you go to when you’re sick.”