NYU Langone

  • NYU Langone Health is a leading academic health system serving more than 10 million people across New York City.

    As part of COMM 427: Strategic Communications for Healthcare Organizations at the University of Michigan, a course taught by Rose Glenn, former Chief Marketing Officer of Michigan Medicine, I developed a comprehensive, CEO-ready strategic marketing plan commemorating a health system’s 100-year milestone. I selected NYU Langone as the focus of this capstone project.

    Final project deliverables included a creative pitch deck, social media activation strategy, press release, blog content, special events plan, an internal CEO memo to employees, campaign launch video, and branded merchandise.

    • Design a future-forward campaign rooted in the energy of New York City, celebrating NYU Langone’s 100-year legacy of healthcare leadership while generating excitement for the system’s vision for the future of care.

    • Leverage disciplined research-driven measurements to evaluate campaign impact, using pre- and post-campaign surveys to assess shifts in public awareness, perception of key clinical specialties, and overall brand favorability among New Yorkers and NYU Langone communities.

    • Integrate strategic thought leaders into campaign plan, as key messengers, to highlight the historic legacy of the health system while speaking on Langone’s future vision within specific areas including Public Health, Surgery, Medical Innovations, and Oncology. 

    • Activate trusted thought leaders as campaign key messengers, positioning them to honor the institution’s 100-year impact while articulating NYU Langone’s future-facing priorities across Public Health, Surgery, Medical Innovation, and Oncology.

    • Develop a digital-first marketing strategy that drives awareness and attendance for anniversary events in one of the most socially connected cities in the world.

    1. Concept Development & Alignment – Reviewed the project brief and met with my professor to refine my overarching campaign concept, 100 Years of Langone, 1,000 More to Go, ensuring the idea balanced institutional legacy with a forward-looking vision.

    2. Building the Campaign Framework – Developed a comprehensive creative pitch deck that mapped the full campaign activation plan, from discovery, objectives, and key messaging through timeline development, execution phases, and success metrics.

    3. Ensuring Strategic Consistency – Aligned all project component details across channels and materials, maintaining consistency in event concepts, timelines, key messengers, and logistics to deliver a clear, cohesive narrative designed for C-suite review.

    4. Multi-Platform Execution – Leveraged a range of creative tools to bring the campaign to life, including Canva for the campaign launch video and Adobe Creative Suite for the final pitch deck, strengthening my fluency across foundational digital marketing platforms in the process.

    5. Refinement Through Feedback – Integrated iterative feedback from my professor across all deliverables, refining strategy and creative execution ahead of project deadline.

  • The process of designing each deliverable was anchored in the original, comprehensive creative pitch deck, ensuring strategic continuity across every touchpoint. From visual designs to narrative development of each creative tactic, the campaign was built to energize a city-leading healthcare system while advancing core organizational objectives, including brand awareness, audience engagement, and long-term health system utilization.

    The final project earned the highest grade in the course—a perfect 200/200. In her feedback, Professor Rose Glenn noted:

    “Your strategic communication plan is, by far, the best I've reviewed. You don't just share a slide, you provide rationale and extra information to convince your audience that you should carry out this plan”

100 Years of Langone, A 1,000 More to Go [Campaign Pitch]

PRESS
RELEASE

NYU Langone Health Kicks off centennial celebrations with 100 years of Langone, 1,000 more to go campaign

The health system plans to reflect on its 100 year history and unveil its full tactical plan for the future of healthcare in New York City over a four-week period. 

NEW YORK, N.Y., September 1, 2025 (GLOBE NEWSWIRE) – NYU Langone, a fully integrated health system with the nation’s most #1 ranked specialties, launched their 4-week NYC-wide September campaign, 100 years of Langone, 1,000 more to go campaign, to mark the hospital’s 100 year anniversary and shine a spotlight on the future goals that the health system is committed to achieving.

“100 years in, this campaign is a movement to define who Langone is, and reimagine what healthcare looks like for the next millennium of New Yorkers”, said Alec. C. Kimmelman, NYU Langone CEO. “New York City is at the heart of everything we do. From pioneering xenotransplantation innovations, to enhancing care-delivery and providing quality care to our 9 million neighbors.” 

On its centennial birthday, the 100 years of Langone campaign aims to reflect on the health systems’ storied history and decades of accomplishments, and clarify its future goals across oncology, population health, and gene-editing. The campaign will take place in locations across the five boroughs, integrating live music, health education pop-ups, murals painted across the city that patients can find, scan and collect, a temporary art installation series with the Museum of Modern Art, and a charity gala held at the Guggenheim to cap off festivities. 

“The central purpose of our anniversary celebration will be to reflect on how far Langone has come, and all that the health system has achieved in its 10-decade history”, said David M. Oshinsky, PhD, NYU Langone Professor of Medical Humanities and Chief Historian. “Part of that process requires thoughtfully engaging with New Yorkers, on our history and how we can collectively transform care for the future of this city.” 

Langone’s 100 goals for the next millennium plan as part of the 100 years of Langone, 1,000 more to go campaign, covers oncology, population health, surgical innovations, small-molecule biologics, genetic counseling and editing, and chronic and infectious disease prevention through strategic city-wide investments and partnerships. The full list of our actionable goals can be found here: Langone-100-goals-for/-the-next/millenium.com

“These goals have been thoughtfully deliberated after extensive conversations with hospital leadership, our patients and staff, and focus-groups across the city”, said Kathie-Ann Joseph, MD, PhD, Professor of Surgery and Population Health, NYU Langone. 

A key pillar of the campaign will be to secure an ambitious $50 million dollar endowment trust from Langone donors and patrons that will be utilized to provide grants to qualifying NYU Langone-affiliated initiatives that align with the 100 goals for the next millennium strategic roadmap.  

Access the full list of 100 years of Langone, 1,000 more to go, September events here. 

ABOUT NYU LANGONE HEALTH

NYU Langone Health is the health system with the most #1 ranked specialties in the nation (U.S. News & World Report) and is consistently ranked as one of the best hospitals of the country. As a fully integrated health system, NYU Langone has 7 inpatient locations and over 320 outpatient centers across the five boroughs, Long Island, and Florida. With several top-ranked medical programs, NYU Langone maintains high quality metrics that result in some of the best clinical endpoints. Its core network includes 2 tuition-free medical campuses, and fully integrated research infrastructure. 

Media Contact

Rhiju Chakraborty

Director, Media Relations – NYU Langone

rhijuc@nyulangone.org

Internal Memo

Alec. C. Kimmelman

CEO of NYU Langone Health System with an MD PHD from Mt. Sinai, Alec has a 20 year history of pioneering cancer research. 

[SUBJECT: 100 Years of Excellence: Kickstarting the 100 Years of Langone, 1,000 More to Go Campaign]

Dear Langone community,

Today is an exciting day and represents an important milestone for our institution's history: Our 100 year anniversary. Think about it. That’s 100 years of delivering excellence in clinical services to our patients. 100 years of harnessing the latest technology to provide world-class care. 100 years of you, the world’s best doctors, nurses, trainees, executives, coordinators, researchers, and staff, assembling every single day to strap on your shoes and come to work and change people's lives for the better. That is an active choice you make every day, and for that I thank you. 

This is why our 100 year anniversary is an opportune moment to celebrate you, our Langone family, and make it clear to our community what our plans are for the future of healthcare in this city. Starting today and through the next 4 weeks, NYU Langone Health will be reflecting on our accomplishments through the century, with health-education pop-ups in collaboration with our community partners, a 100 years of Langone mural challenge, a temporary art installation at the Museum of Modern Art, and a live music performance featuring Billy Joel. We invite each of you to come join us at these events celebrating the work that you do each and every day. A full list of the agenda can be found here.

100 years of experience makes us pretty good at what we do. Which is why we’re launching our 100 goals for the next millennium strategic framework as part of our centennial campaign. Part of that goal will include a projected $50 million endowment trust that will be leveraged to provide grants to qualifying NYU Langone initiatives that help us reach our strategic goals for the next 1,000 years. Grants will be dispersed annually across NYU Langone Health’s inpatient and outpatient centers, as well as the NYU Grossman Manhattan and Long Island Medical School Campuses. We encourage all employees to read through the full list of 100 goals for the next millennium here, and explore the eligibility criteria for grant applications here. 

NYU Langone Health staff are the beating heart of this institution. Whether you’re a first-year resident on the medical oncology team, or one of our seasoned chefs working the Tisch Cafe, you’re valued and we couldn’t do this without you. Thank you so much for all your continued support, and I hope to see you join us in the festivities. 

Kind regards,

Alec. C, Kimmelman, M.D., PhD. 

Dean, NYU Grossman School of Medicine

Chief Executive Officer, NYU Langone Health

100 YEARS OF LANGONE, 1,000 MORE TO GO [Charity Gala]


Name of Event: 100 Years of Langone, 1,000 More to Go – A Charity Gala

Date/Time of Event: September 25, 2025 – (5:30pm - 11:00pm)

Location: Ronald O. Perelman Rotunda, Solomon R. Guggenheim Museum, 1071 5th Ave, New York, NY 10128

Goals: 

  1. Reflect on Langone’s incredible accomplishments of the last 100 years. 

  2. Clarify strategic future goals for the health system and the city to key stakeholders [donors, patients, staff, and community members]. 

  3. Secure a $50 million endowment trust for goals outlined within the 100 goals for the next millennium plan. 

  4. Identify 2-3 patients and families who could be converted into hospital key messengers. 



Target Audiences: 

  • Donors and patrons 

  • Community partners 

  • Faculty and staff

  • Patients

  • NYC community 

Key Messages: 

  • We’re so grateful to all our donors, community partners, staff, patients and family whose hard work and generosity have led to the continued success of our health system.

  • Thank you to everyone who has supported Langone this past month as we embarked on a one-month long campaign to reflect on our history and redefine what’s possible for healthcare in this city. 

  • To continue stewarding a healthier tomorrow for all New Yorkers, we hope to reach our endowment trust fundraising goal this evening, and make our plan for the long-term future for this great city, a reality. 

Risk Assessment:

  • Weather

    • Not of concern – Event held inside. 

  • Technology problems

    • Conduct a pre-event rehearsal gala to ensure a smooth and technical difficulty free event. 

  • Power Outages

    • Back-up generator in-case of severe weather or power failure.  

  • Medical Emergency

    • The medical team will be situated at the back of the museum, and will be prepared to respond in case of emergency. NYU Langone's nearest Manhattan hospital is a 16 minute drive away. 

Checklist: 

  • Theme – NYC is at the heart of this campaign, and the city and it’s 

historic and dynamic relationship with Langone Health will be on full display through the
evening. 

  • Invitation – Will send personalized letters to community partners, phone up specific 

donors and patrons, email selected hospital leadership and staff, and send out simple emails
to patients and selected community members. 

  • Food and Drink – Food will be catered in-house by Langone chefs, and will include formal 

dinner items including: Steak, lobster rolls, caviar, pasta, chicken, and more. 

  • Decorations – NYU Langone Signage, ambient lighting, and photo displays throughout the first
    floor rotunda that reference the shared history of New York City and Langone. 

  • Stage – Yes, the event will require a stage by the back end of the rotunda, where hospital
    leadership, key messengers, and patients will speak. 

  • Screens and sound system – Yes. 

  • Entertainment – A hired band will perform as guests enter and while dinner is being served. 

  • Program – Speakers will include all 5 key messengers, community partners, and patients
    and their family. 

  • Parking – Valet parking will be provided to all guests. 

  • Thank-you gift – A swag bag will be provided. Swag bag will include “NYC Bleeds Purple”
    shirts. 

Evaluation Criteria  

  • Event Attendance 

    •  What % of invitees attend? 

      • What % of patients, patrons & donors, and leadership and Langone staff attended?

    • What was the % breakdown of event attendees? 

  • Money pledged to endowment trust by donors and NYU Langone patrons   

    • Did 100 years of Langone, 1,000 more to go charity gala reach $50 million endowment trust goal?

    • What was the breakdown of contributor-type for the endowment trust?

NYC Bleeds Purple Merch Line

Blog Post

This September, NYU Langone officially launched their 100 year anniversary campaign celebrations, 100 Years of Langone, a 1,000 More to Go. 

Maybe you’ve seen the purple balloons and NYC Bleeds Purple shirts flooding the streets. Or perhaps your algorithm has been buzzing with people talking about what wellbeing and Langone means to them. 

Either way, the festivities have just begun so there’s absolutely no reason to be feeling the FOMO just yet! But before we get into the nitty gritty, and share the full list of events and activities that have lit a spark under the city, it’s important to take a moment to reflect and fully understand what this consequential anniversary means to our community, and why we’re choosing to celebrate it. 

A century. 10 decades. 876,600 hours (we did the math). Or a 100 years. However you phrase it, that’s a lot of time. And in that time NYU Langone has been busy – busy doing what we do best: taking care of our community. 

Since our opening in September of 1925, we have: 

Our rich history, made up of infinite Langone stories, has been only possible with the continued support of you, our New York City community. It’s why when we launched this campaign, we made New Yorkers the focus– because who else knows us better? 

And now… on to the fun part. The part that you’ve been waiting for: A full list of the events, shenanigans, and happenings that we think will take over the Big Apple this September. 

  • Health Education pop-up series – Free Shirts, food, and vendors
    9/05 - Washington Square Park (4:00 - 6:30 pm), 9/12 - Central Park (11:30 - 1:00 pm), 9/19 - Prospect Park (12:30 - 2:30)

  • 100 years of Langone Mural installation series 
    Active right now! Collect up to a 100 of the Langone murals and be certified a Langone Legend. 

  • Billy in the Park – A tribute to 100 years of Langone from NYC’s resident piano man
    9/18 - Washington Square Park (11:30 - 2:00)

  • Night at the museum – A MOMA x NYU Langone event; a temporary gallery featuring artists reimagining health and wellbeing in NYC for the next 1,000 years
    Grand Opening – 9/22 - Museum of Modern Art (MOMA), 7:00 - 10:00 pm. 


Can’t find an event you can make? Don’t worry. You can catch all our festivities online @NYULangone.
See you there!  

100 Years of Langone, a 1,000 More to Go

Everything you need to know about the events that’s gotten the city abuzz this September
September 10, 2025  – NYU Langone