• by Tanya Gazdik , January 12, 2016

National health care company Mount Sinai Health System is launching its first television commercials as part of its “For You. For Life.” campaign.

The campaign, created by New York-based agency DeVito/Verdi, rolls out nationally beginning Jan. 25.  The spots will supplement an extensive print advertising campaign launched last summer aimed at highlighting Mount Sinai’s commitment to lifetime compassionate care, unrivaled education, and breakthrough research. The tagline launched in spring 2015.

The health care brand wants to share its unique message with a variety of audiences,  said Kenneth L. Davis, MD, president and chief executive officer of the Mount Sinai Health System.

“Our print, along with our new television campaign, enables us to capture, in strong messages, how our health system is redefining science and medicine in the 21st century,” Davis says in a release. “These commercials convey to the diverse communities we serve how special our health care providers are, the deep relationships they have with our patients, and beyond that, a sense of our revolutionary solutions to the challenges that face the health care industry.”

The campaign reinforces how the brand has conducted groundbreaking research to find solutions for the most debilitating conditions, said Dennis S. Charney, MD, Anne and Joel Ehrenkranz Dean of the Icahn School of Medicine at Mount Sinai and president for academic affairs, Mount Sinai Health System.

"Our integrated, collaborative approach distinguishes the Icahn School of Medicine, which serves as a foundation for all of our hospitals and ambulatory centers,” he says. “This allows for a multidisciplinary approach to research and the creation of integrated care teams."

The Mount Sinai Health System was formed by the combination of The Mount Sinai Medical Center and the former Continuum Health Partners in 2013. The health system adopted a new logo and brand platform, which was derived from the historic Mount Sinai mountain range. Its intersecting lines in vibrant colors of cyan and deep magenta represent the connections between physicians, scientists, clinical staff, patients, and students, and the members of the Mount Sinai community.