Situation analysis  

New York has some of the best health systems in the world. And the most top-ranked hospitals in the United States. NYU Langone Health (NYULH) is consistently ranked as one of the nation’s top health systems for its dedication to quality, safety, and patient experience. But with so many high-profile health systems in the New York metro area, people just assume they’ll get the same quality of care wherever they go. NYU Langone Health wanted to stand out among the best health systems and needed patients to understand that where you choose to get your care makes all the difference.

We interviewed nurses, transplant doctors, and support staff to identify what sets NYULH apart from other health systems. These interviews revealed a common thread that the unique culture at NYULH enables a relentless pursuit of quality that leads to the highest standard of care for patients. This dedication was pervasive across the institution—a defining and differentiating ethos that we wanted to capture in our work. We evaluated the accolades NYULH has received for safety and quality to uncover themes that would be most meaningful for patients:

1.                   Convenience to top-quality care near where patients live and work. This is supported by NYULH’s 300 ambulatory locations ranked #1 in the nation for quality.

2.                   Having a great hospital in your neighborhood. This is supported by the fact that NYULH moved into Sunset Park and is the only 5-star hospital in Brooklyn.

3.                   The expediency of life-saving care. This is supported by NYULH being the #1 heart transplant center—with the shortest wait times—in the Northeast, and the highest one-year survival rate post-transplant.

Objectives   

Our key objective was to establish that NYULH is the best of the best. We needed to create an awareness-driving campaign to showcase the unparalleled quality of care at NYULH to differentiate competitively. We aimed to steal share of mind, build national reputation, and drive new patient volume. To do all this, we also needed to stand out amidst the hyper-competitive healthcare landscape in New York. 

Strategic insight   

Great care isn’t good enough. NYU Langone Health has a unique culture that enables its staff to relentlessly focus on delivering the best outcomes: for patients, for communities, for the entire health system, and for scientific research.

Creative execution   

#TheBestOutcomes campaign focuses on the smallest moments behind the greatest outcomes—showing the culture of NYU Langone Health in action. We developed an iconic style that places viewers directly in the action. By juxtaposing extreme slow motion with hyper-lapse speed, we focus on the importance of the little things that happen amidst the constant hustle of daily life. And launched with stories that reflect the topics and accolades most meaningful to our audience. The films are dynamic. The print stills have motion. The radio spots are immersive. The OOH copy is contextual. The social media content is pithy—and personalized as we surprised one heart transplant patient with a bespoke film to get her more hearts (likes) after no other hospital would give her one.

The campaign launched across film (Broadcast, OLV, YouTube, Hulu, CTV), social (Facebook/Instagram, Twitter, LinkedIn), OOH (Times Square, Lincoln Tunnel, Moynihan Station, Sunrise Highway, Jitneys, East River Ferry, West Palm Beach Airport, and digital billboards across New York), audio (programmatic with Spotify, and Pandora, and local Long Island radio station WX100) and print (across 50+ local publications including Hampton’s Magazine, and across competitive markets in the Boston Globe, Experience Life Magazine, and the Philadelphia Inquirer).

Response/results

Patients are booking appointments at NYU Langone Health in historic numbers. The campaign drove record appointments across the health system in January 2022 — 32% more appointments made digitally than the same time last year. Our target audience is engaging with our content as YouTube videos generated >24MM views in the first four months and programmatic drove a 71% video completion rate in January. Social media content is performing 422% above reach rate benchmarks in March alone (paid and organic Twitter, Facebook, IG and LinkedIn). And our bespoke social media film got 117,622 hearts (likes) for transplant patient Phyllis Weissblum’s birthday. #TheBestOutcomes is changing the conversation around top-quality care, and ultimately moving us into a category of one.