deathstalker scorpion

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In branding, the strategic idea (or claim) is the bank. The ads, promotions, events and deeds of marketing are the deposits. The bolder the claim the better the branding. The weaker the claim the limper. When Orson Munn and Peter Rabot created the tagline “Amazing Things Are Happening Here,” for NewYork-Presbyterian, they went bold. Really bold. If the litmus for every ad was “amazing things” then they had their work cut out for them. When they learned Deathstalker Scorpion venom aided in treating brain cancer, they made an ad. When a child with rampant abdominal cancer had all of her organ’s removed so she could be treated and live to tell about it on a TV commercial, she amazed the country…on the Super Bowl.

It’s hard to be amazing every day, yet Messrs. Munn and Rabot built a brand doing so, making way more deposits than withdrawals. Munn Rabot no longer works with with NewYork-Presbyterian and it shows. NewYork-Presbyterian knows they own a great idea and kept the tagline but to the new regime, amazing means buying a new hospital (Lawrence Hospital) and investing in new equipment.NYPres ad (Click on ad from today’s NYT.) I’m sure there are lots of amazing things happening at Lawrence Hospital that could have been brought to light with a little digging. That’s branding trade craft. Unfortunately, that was lacking.

Ideas need heroes. Ideas need management. Alas.

Peace.

 

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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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