KUDZU believes that the new creative expression needs to build out the Look North direction. Our learning on how to do this comes from an understanding of what was powerful from Look North and also Revolution of One.
Look North should become the philosophy of the Northwell organization. The campaign should dramatize the belief that “Great breakthroughs come from our 61,000 collaborative minds and then we move forward together to bring the best care to you.“
This core thought embraces the trajectory of constant improvement through breakthroughs, as well as an approach to healthcare that raises THE standard (Look North) AND that these breakthrough innovations can come from anywhere in the organization because everyone in the organization …show more content…
Look North as an idea is loaded with meaning that helps differentiate it from other healthcare systems. It stakes a claim as the best possible healthcare network, where the best is not a destination but a journey forward in progress and innovation that ultimately raises the standard of all healthcare. When it comes to healthcare, no one (consumers and employees) wants to settle for anything less than the best. For Consumers, Look North is also a proud call-to-action to seek the best from Northwell. As many respondents from the different segments said, ‘it sticks with you, you will remember it.’ However, while the tagline is clear and powerful, the executions are in need of further development, particularly for television so that the creative idea is as clear as the potential of constantly striving for excellence.
Main Message: This territory conveyed dominance first and foremost. But importantly, it was a dynamic superiority that focused on evolving treatment and innovation. It is also communicating that the NSLIJ health system is becoming Northwell, and that Northwell delivers care that keeps getting better. Both the tagline and the phrases ‘raising the standard’ are powerful thoughts. This idea was about more than just innovation – it was a bigger rallying platform for the system. For the best care, the only place you should pick is Northwell …show more content…
It’s a leader – LI
The words are big and bold – NYC
This is a proud idea - LI
They are fighting against mediocrity - NYC
More Strengths
This territory was seen as different from how other tri-state healthcare networks are advertising.
The other ads I see are very specific, like heart or pediatrics, these are more general – LI
This is about how big the network is; it’s about their perspective – LI
The other ones are more stories from the patient perspective. This feels like the network perspective, and that’s very different - NYC
Relative to the Revolution of One territory, Look North conveyed patient-centricity and a belief that innovations big and small can make a difference.
They care. They are the best and they care. I can tell they care by all the little things like socks and time with nurses – LI
It’s the little stuff that makes your stay easier, and they notice those things like socks to protect you and time with nurses, even curtains that are cleaner - LI
You want nurses to spend time with you. That’s so important – NYC
The nurse one makes me feel like they really care about you - LI
It’s good, it seems like they are really going to pay attention to you even after procedures - LI
Look North should become the philosophy of the Northwell organization. The campaign should dramatize the belief that “Great breakthroughs come from our 61,000 collaborative minds and then we move forward together to bring the best care to you.“
This core thought embraces the trajectory of constant improvement through breakthroughs, as well as an approach to healthcare that raises THE standard (Look North) AND that these breakthrough innovations can come from anywhere in the organization because everyone in the organization …show more content…
Look North as an idea is loaded with meaning that helps differentiate it from other healthcare systems. It stakes a claim as the best possible healthcare network, where the best is not a destination but a journey forward in progress and innovation that ultimately raises the standard of all healthcare. When it comes to healthcare, no one (consumers and employees) wants to settle for anything less than the best. For Consumers, Look North is also a proud call-to-action to seek the best from Northwell. As many respondents from the different segments said, ‘it sticks with you, you will remember it.’ However, while the tagline is clear and powerful, the executions are in need of further development, particularly for television so that the creative idea is as clear as the potential of constantly striving for excellence.
Main Message: This territory conveyed dominance first and foremost. But importantly, it was a dynamic superiority that focused on evolving treatment and innovation. It is also communicating that the NSLIJ health system is becoming Northwell, and that Northwell delivers care that keeps getting better. Both the tagline and the phrases ‘raising the standard’ are powerful thoughts. This idea was about more than just innovation – it was a bigger rallying platform for the system. For the best care, the only place you should pick is Northwell …show more content…
It’s a leader – LI
The words are big and bold – NYC
This is a proud idea - LI
They are fighting against mediocrity - NYC
More Strengths
This territory was seen as different from how other tri-state healthcare networks are advertising.
The other ads I see are very specific, like heart or pediatrics, these are more general – LI
This is about how big the network is; it’s about their perspective – LI
The other ones are more stories from the patient perspective. This feels like the network perspective, and that’s very different - NYC
Relative to the Revolution of One territory, Look North conveyed patient-centricity and a belief that innovations big and small can make a difference.
They care. They are the best and they care. I can tell they care by all the little things like socks and time with nurses – LI
It’s the little stuff that makes your stay easier, and they notice those things like socks to protect you and time with nurses, even curtains that are cleaner - LI
You want nurses to spend time with you. That’s so important – NYC
The nurse one makes me feel like they really care about you - LI
It’s good, it seems like they are really going to pay attention to you even after procedures - LI