As a health care system with 11 hospitals and 200 doctors’ offices throughout the New York area, NewYork-Presbyterian is one of the most sought-after institutions for health care in the Big Apple. Yet as consumers, spurred by the pandemic, change their attitudes about wellness and their expectations for care, the system has had some catching up to do. There’s an opportunity to build awareness around NewYork-Presbyterian as more than just a brand for an annual doctor’s visit or a place to go when things go wrong, according to Devika Mathrani, chief marketing and communications officer.
Podcast: Marketer's Brief
How hospital system NewYork-Presbyterian is helping patients prioritize wellness
Chief Marketing and Communications Officer Devika Mathrani on how the health care brand goes beyond the doctor’s office
NewYork-Presbyterian's “Stay Amazing” brand messaging launched in late 2021
Credit:
New York Presbyterian
Devika Mathrani
Credit:
NY Presbyterian
“In the past, when people thought about hospitals and doctors’ offices, they were these scary places,” said Mathrani, speaking on the latest episode of the Marketer’s Brief podcast.
She noted that she is working to make the brand’s expertise more consumable as a regular resource, through channels such as editorial newsletters or even spin classes at the gym. “[We want to] take that content and bring it to life in people’s everyday lives, so that one day when they have an illness, we will be the top-of-mind brand.”
To refresh the brand, Mathrani introduced a new campaign and messaging in late 2021. That push, “Stay Amazing,” evolved NewYork-Presbyterian’s brand message from its prior tagline “Amazing Things Are Happening Here.” The brand worked with Havas New York. The new platform has been successful, Mathrani said, noting that it allows NewYork-Presbyterian to show up in a variety of places—at local events and in newsletters, for example.
“It’s very much about celebrating and helping people on their wellness journey,” she said. “It gives us the voice and tone—it’s much more urban, it’s much more modern, it’s much more inclusive.”
On the podcast, Mathrani also talks about the marketing channels that have been the most effective for furthering NewYork-Presbyterian’s messaging—paid search in particular has been highly successful at driving traffic—and why the brand is not investing as much in some social platforms such as TikTok.
