Within hours of Austin Joseph Sparacio’s birth, 36 seconds after the start of the new year, he was featured in the first television commercial marketing North Shore-Long Island Jewish Health System’s new name —
Northwell Health.
“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,” Northwell Health President and Chief Executive Officer Michael Dowling said.
The health system’s former name had been in place since 1997 when the North Shore Health System and Long Island Jewish Medical Center merged.
Dowling said name-change discussions, which had taken place off and on since 2008, began again last year due to the public’s confusion on the correct pronunciation of the health system.
He also said the new name, which was announced on Sept. 11, was chosen to incorporate the growth of the 21-hospital health system.
“The name has only represented two facilities, and now there are much, much more than that,” Dowling said. “We wanted to reflect the totality and comprehensiveness of the system, not just reflecting one or two facilities.”
The board contemplated more than 600 different names during the selection process while working with branding consultants Monigle and Interbrand, Dowling said.
Marketing firm J. Walter Thompson worked with Northwell Health to develop a rebranding and marketing campaign coordinated by the health system’s Chief Marketing and Communications Officer Ramon Soto.
“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,” Soto said.
The marketing campaign titled “Look North” is the health care system’s first brand campaign in five years, according to the Northwell Health press office, and “the biggest marketing push” in its 25-year existence.
The commercial, which aired for the first time late Friday afternoon, features footage of Sparacio and his mother, Vanessa, embracing for the first time.
“The birth of a new health-care system dedicated to a new standard in care deserves more than just another hospital commercial. It’s not just advertising; it’s news,” said Eric Weisberg, executive creative director at J. Walter Thompson New York. “We wanted to do something wildly unique to demonstrate the breakthroughs in care happening throughout Northwell Health. Capturing the first birth in their 21-hospital network and releasing the spot on air in a matter of hours would not have been possible without the unprecedented collaboration, partnership and vision of the Northwell teams.”
According to the Northwell Health press office, the commercial will broadcast on various New York-area channels including WABC, WNBC, WCBS and WPIX.
Soto said the campaign would also include digital and social media initiatives to give online viewers the opportunity to learn more about Northwell Health and the services it offers.
The name change will cost North Shore “tens of millions of dollars” to rebrand the system and change all of its signage, Dowling said.
He also said the hospitals that makeup the health system network will maintain their original names, but the medical school’s name has changed.
The Hofstra North Shore-LIJ School of Medicine has been renamed the Hofstra Northwell School of Medicine.
Dowling said the name change is important to the health system’s future.
“This has been an incredible journey over the past two decades,” Dowling said. “The name change and rebranding campaign represent a very exciting milestone that positions us for even greater success in the years to come.”
Northwell Health is the country’s 14th largest health-care system, delivering clinical care throughout the New York metropolitan area. It is also Long Island’s largest employer, with more than 61,000 employees.
