WEILL CORNELL
As noted, NewYork-Presbyterian is the teaching hospital for both the Columbia and Cornell medical schools. The leading physicians in the Cornell Medical College also form their own physicians group. Patients have the exceptional good fortune of seeing some of the best doctors in the world.
When these physicians saw the NewYork-Presbyterian campaign, they wanted their own separate campaign for the Weill Cornell Physicians Group. After speaking with them, it became immediately apparent that for patients, these people needed to be “humanized."
While the level of care was extraordinary, it could be intimidating for patients to see doctors who were actually creating techniques and treatments used by physicians around the globe. We wanted to focus on them as people. We wanted the physicians to speak about their interests and beliefs as people … oftentimes beliefs that lead to their passion for what they do. Portraits were shot of them in a very human way. No white coats and scrubs…they were told to bring their own clothes that they might wear on a weekend or when going out for an evening.
