Inside the Northwell Health Cinematic Universe

How NYC’s largest health system became the leader in healthcare entertainment marketing.

// By Amanda Green //

Through a series of mergers and acquisitions, Northwell Health (previously North Shore-Long Island Jewish Health System) had become New York’s largest health system and now the largest not-for-profit health system in the Northeast. But in a hyper-competitive market with several legacy institutions, it was still an underdog.

Ramon Soto, SVP and Chief Marketing and Communications Officer, Northwell Health

In 2015, Ramon Soto joined Northwell Health as SVP and chief marketing and communications officer. “We have great competitors,” says Soto. “New York Presbyterian received its hospital charter, signed by King George, in the 1750s. NYU Langone is an institution born from academic medicine in the 1800s. Mount Sinai has a storied history of firsts in medicine. We needed to give consumers a reason to come to Northwell.”

Soto and his team analyzed four industries outside healthcare — traditional retail, digital retail, financial services, and entertainment — to understand how great brands engage with consumers.

Each industry was rife with learnings, but the breakthrough came from an analysis of the Marvel Cinematic Universe, the highest-grossing film franchise of all time. Since 2007, Marvel Studios has produced 36 superhero films and counting. The writers, directors, studios, cast, and characters change, but the fictional universe is consistent.

Read the full article to discover how Northwell Health grew awareness and patient volume through entertainment marketing.

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