There’s no question the best advertising in NY for a health system or hospital is that of NYU Langone Medical Center. Creators Munn Rabot have been doing quality, no, expert healthcare ad craft for years and years. The NYU TV ads are the kind that you have to stop and watch. Visually they’re cinematic. Musically they’re awakening. Copy-wise, quite strong. All of this work, and the work Munn Rabot did for previous client NY Presbyterian, have led the category for years.
One thing they might do better, however, is tighten their brand idea. The line/strategy is “Made in New York.” This presumes patient care and patients are different in NY. It poses the question “How does healthcare made in NY distinguish itself?” I get the idea, but offer up the narrative is hard to deliver. They do get points for unique though (in healthcare, that is).
Most consumers won’t cling to the need for a powerful brand idea served up daily, as I do; they just like the ads. And that should be enough. NYU Langone is back on big map. Well done.