NEW YORK, NY – Daniella and Eli Malakov of Forest Hills delivered New York's first New Year's baby at the stroke of midnight at Northwell Health's LIJ Medical Center. The baby boy, to be named at his bris next week, weighed in at 7 pounds, 4 ounces. LIJ's second baby, delivered 31 seconds later, was born to Vanessa and Joseph Sparacio of Franklin Square. Austin Sparacio, who also weighed 7 pounds, 4 ounces, is being featured in a new ad campaign by Northwell Health, formerly the North Shore LIJ Health System, which is ushering in its new name in a TV commercial featuring one of the first of more than 42,000 babies that will be delivered in Northwell Health hospitals in 2016.
The touching, first-of-its-kind ad debuts, which debuts late Friday afternoon, features emotional footage of Ms. Sparacio and Austin embracing for the first time. Those tender moments are captured in real time, inserted into the TV ad and broadcast within hours of the birth. The new ad can be seen at: www.northwell.edu/looknorth
The start of the ad campaign on New Year’s Day coincides with the official launch of the North Shore-LIJ Health System’s name change to Northwell Health, which is New York State’s largest health provider and private employer with a workforce of more than 61,000. “There’s no better way to symbolize Northwell Health’s new beginning than to highlight the first of more than 42,000 babies who will be delivered at Northwell Health hospitals in the coming year,” said Northwell Health President and Chief Executive Officer Michael Dowling. Northwell hospitals account for 17 percent of all births in New York State and 1 percent nationwide, far surpassing any other New York area health system.
The “Happy Birthday” ad is part of Northwell Health’s robust 360-degree rebranding and marketing campaign and new tag line, entitled “Look North.” Created with advertising agency J. Walter Thompson New York, the campaign introduces Northwell’s new name, website, tagline, logo and philosophy to millions of consumers throughout the New York metropolitan area and the health system’s more than 61,000 employees. It provides a look into Northwell’s pioneering vision for shaping the future of healthcare.
“Look North” is Northwell’s first brand campaign in five years and the biggest marketing push in the 25-year history of the 21-hospital health system. The “Happy Birthday” ad will air on New York area broadcast stations, including: WABC, WNBC, WCBS and WPIX, with a print version running the week of Jan. 4 in The New York Times, Wall Street Journal and other publications.
"As the largest healthcare provider in New York State, we are pursuing new and different ways of telling our story of innovation, providing consumers with a glimpse into the advanced care and individual attention that our patients receive from our more than 61,000 employees,” Mr. Dowling said.
“Our unique, creative advertising approach vividly captures how our health system is redefining science and medicine while continuing to put the focus on the all-important human touch,” said Ramon Soto, senior vice president and Northwell’s chief marketing and communications officer.
Mr. Soto said the campaign will also include a digital and social media initiative directing viewers to the new Northwell “Look North” hub page (Northwell.edu/looknorth), giving them the opportunity to learn more about the campaign and explore baby-related content and other health news. Future elements of the campaign will launch on January 18.
“The birth of a new healthcare system dedicated to a new standard in care deserves more than just another hospital campaign. It's not just advertising; it's news,” said Eric Weisberg, executive creative director at J. Walter Thompson New York. “Across all media channels, ‘Look North’ challenges people to discover the unique breakthroughs in care happening throughout Northwell Health, and it would not have been possible without the unprecedented collaboration, partnership and vision of the Northwell teams.”
Northwell has a long history of doing things differently, beginning with its creation on Long Island in 1990, when it became the first health system in New York State. With $9.5 billion in annual revenue, the health system has evolved into a vast clinical, educational and research enterprise. Among the milestones over the past two decades include:
- the 1999 establishment of a biomedical research arm, now known as The Feinstein Institute for Medical Research, which includes more than 1,500 scientists, investigators and other employees ;
- the 2010 expansion into Manhattan with the addition of Lenox Hill Hospital and the 2014 opening of Manhattan’s first freestanding emergency center, Lenox Health Greenwich Village;
- the 2010 founding of New York State’s first allopathic medical school in 40 years – the Hofstra North Shore-LIJ School of Medicine, which graduated its first class in May of this year;
- a new nursing school in 2015 named the Hofstra Northwell School of Graduate Nursing and Physician Assistant Studies.
- the 2013 creation of the health system’s own health insurance company, CareConnect; a major ambulatory expansion that now includes hundreds of outpatient physician practices throughout the metropolitan area;
- the largest ambulance transport system on the East Coast and the New York area’s first hospital-based helicopter emergency medical service;and
- strategic alliances with such internationally renowned institutions as the Cleveland Clinic, Cold Spring Harbor Laboratory and the Karolinska Institutet in Sweden.