Most hospital advertising dramatizes a patient’s suffering as a means of grabbing attention. Since NewYork-Presbyterian has been voted best hospital in New York for 21 years in a row, we built off this winning essence and leaned into celebrating patients thriving. Basically, positioning NewYork-Presbyterian as a performance brand. So, we moved their long running campaign emphasizing the hospital to simply “Stay Amazing," a rallying cry that speaks directly to all New Yorkers to manage all aspects of their health journey with a partner for life.