Mount Sinai Hospital: a healthcare brand committed to its teen community

Here’s a strong example of a healthcare brand living in its consumer’s world and adding value to their lives on their terms.

The Mount Sinai Adolescent Health Center provides confidential comprehensive medical, mental health, family planning, and health education services to young people mainly from the South Bronx and East Harlem.

Text in the City is the text messaging service for these teens attending the Center (MSAHC) in New York. The six month pilot was launched in January 2010, and is hoped to be made more widely available in 2011. The service allows teens to ask confidential questions, sign up for birth control reminders, and offers weekly ‘healthbytes’ of useful and interesting health-based advice, via text.

The program’s founder (katherine.malbon@mountsinai.org) is eager to learn from others involved in similar projects and trials. So reach out if you can be of any assistance.

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About The Author

Eric Brody is President of Trajectory, a branding + marketing agency creating the momentum, the vital energy, a brand needs to reach its full potential – to inspire and support customers and drive new growth. The firm works exclusively across the three intrinsically connected industries of across Health, Wellness & Leisure. The common threads are consumers who want to feel better, look better and play better, and brands that fulfill these aspirations and goals.

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