New Ad Campaign Highlights VNSNY’s Invaluable Impact on the Lives of New Yorkers Every Day
This month, Visiting Nurse Service of New York is launching a new brand advertising campaign for the first time in ten years, reaching key audiences through a comprehensive multi-media plan. The campaign, Touching Lives, is timed to coincide with the 125th anniversary of Lillian Wald’s founding of VNSNY. The goal is to build awareness of VNSNY’s incomparable legacy as a healthcare pioneer, and its continued commitment to deliver programs and services that support individual health and well-being at home and in the community.
The advertising campaign is aimed at current and prospective patients, members and their caregivers. Featuring the headline, “Touching 48,000 Lives Every Day,” the ads depict moments of care—such as a VNSNY physical therapist working with an elderly man at home to improve his mobility—with the brand promise that VNSNY can help you live well at home.
“The ads’ tagline, ‘Trusted by New Yorkers for 125 years and counting,’ reinforces our unique history, and the fact that we’ve been the leader in our category of care for longer than anyone else. It also highlights our continued ability to progress and innovate, showing caregivers why we should be their first and best choice for care,” explains Catherine Callaway, VNSNY’s Vice President of Marketing and Development. The phrase “Touching Lives,” she notes, works on multiple levels, underscoring how VNSNY positively impacts each and every individual in our care and our unmatched ability to deliver services to a vast number of New Yorkers. “We’re sending the public the right message at the right time—and it’s really exciting!” adds Nicole Fazio, Marketing Director.
For New Yorkers, the campaign will be hard to miss: Between now and year’s end, posters will be featured periodically on kiosks near five key hospitals (Mount Sinai’s facility on upper Fifth Avenue, New York–Presbyterian in Manhattan and Queens, NYU Langone, and the Hospital for Special Surgery), and on digital screens at 50 MTA subway entrances city-wide plus 1,200 overhead ads in subway cars. The ads will also run in major daily print publications, such as New York magazine and The Daily News, as well as in smaller community and culturally specific weeklies, and on a wide range of websites, including WebMD and Healthline. The digital strategy is complemented by a robust and continuous search engine optimization effort designed to drive more traffic to VNSNY’s website.
“We’re reminding the local community, including our current patients and members, of the unique value that VNSNY brings to New Yorkers,” says Catherine. “This advertising effort should help keep VNSNY front and center during this 125th anniversary year, and for years to come.”
VNSNY’s B2B Ad Campaign: Showcasing Healthcare Collaborations
A separate outreach effort, tailored to healthcare professionals, will run in parallel with the consumer ads. This business-to-business (B2B) outreach messaging will showcase how collaborations with VNSNY can extend providers’ reach into the community and help improve their patient outcomes. The B2B ads will run on websites like Crain’s Health Pulse, Medscape, and Modern Healthcare, and in publications including MDNEWS, Crain’s NY Business, and HSS Journal.
