A contribution from a Northwell Health trustee who wishes to remain anonymous covered the entire cost of the ads.
The ads are part of the health system’s 360-degree rebranding and marketing campaign and new tag line, “Look North.” The ads were created with advertising agency J. Walter Thompson New York.
The in-game spot, which highlights North Shore-LIJ’s name change to Northwell Health, will focus on a celebration of life, showing some of the first babies born at Northwell Health hospitals on New Year’s Day this year. The ad is intended to highlight the health system’s important role in delivering more than 42,000 babies each year, accounting for about 17 percent of all births throughout New York state and one percent of the nationwide total.
“As the most-watched event on American television, the Super Bowl is a powerful venue to tell our story of innovation,” said Ramon Soto, Northwell’s senior vice president and chief marketing and communications officer. “Our new ad conveys our commitment to caring for these precious newborns and their families throughout their lifetimes.”
The two 30-second pregame ads will highlight several innovations developed by some of Northwell Health’s 61,000 employees, including:
A new area of research in which electronic implants are used to stimulate the nervous system, offering the potential of replacing drugs now used to treat inflammatory and autoimmune diseases.
A new privacy curtain that can easily cleaned without dismantling it from support rods, reducing the risk of patient infections.
A “No-Pass Zone” policy that prohibits hospital staff — regardless of whether they are a nurse, physician, administrator or dietary worker — from walking past a patient room if a call light comes on, without first checking in with the patient.
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