chlorotoxin

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One of the brand planks of the North Shore-LIJ Health System was “leading edge treatments and technology.” Unfortunately, this is a plank most every hospital in the country uses when developing advertising.  It was only when paired with North Shore’s two other planks, that the true brand story emerged.

One of North Shore’s competitors in New York is NewYork-Presbyterian. Today, NY-Pres broke a “leading edge treatments and technology” ad that beats most hands down.  If you don’t ask your doctor about NY-Pres after reading this ad, you are not paying attention. The campaign idea, by the way, is “Amazing things are happening here.”

The Deathstalker Scorpion’s venon contains chlorotoxin, which some crazy health geek found attaches itself to “specific brain cancer cells.” The docs and researcher at NY-Pres are trying to find ways to make chlorotoxin deliver radioactive atoms to cancer cells in the brain.  Wow! That’s some serious.

I’m not sure if Munn Rabot is still doing this advertising work, but it sure feels like them. It’s excellent storytelling and excellent work.

Okay, you are sick and have to pick a hospital. Any come to mind?

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