Weill Cornell Medicine

Case Study: Multi-Discipline Long Island City Medical Practice

Weill Cornell Medicine Case Study

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Multi-Discipline Long Island City Medical Practice Video Campaign

Long-time client Weill Cornell Medicine has always believed in the power of video, partnering with Grey Sky Films to produce more than 100 deliverables over the years. When preparing to launch their newest practice in Long Island City, NY, they once again turned to us to develop video content at the heart of their marketing campaign.

A multi-million dollar capital investment, this state-of-the-art facility, located in the JACX building, would bring together primary care, pediatrics, internal medicine, specialists, and diagnostic radiology — all under one roof, with easy mass transit access. With construction still underway, the marketing team needed to build local awareness well before opening day.

THE CREATIVE APPROACH

Inspired by Ada Lovelace — the pioneering mathematician and namesake of the brand — we brought “Ada” to life as a warm, compassionate guide. In each vignette, she appears to support individuals at risk: someone with diabetes, a senior, someone with COPD, and a caregiver for her elderly parent. She introduces them to the Eligibility Questionnaire and shows how it can help them access treatment quickly.

THE CHALLENGE

To reach both residents and commuters, video needed to be a core driver of awareness. Social media posts announcing the practice’s arrival became the first step, such as the “In Your Neighborhood” video with Dr. Stracher. But once the building was ready, the real challenge began: producing dozens of videos quickly and strategically — all while working around the busy schedules of practicing physicians.

THE SOLUTION

Grey Sky Films planned meticulously, scheduling multiple shoots to capture everything needed for the campaign. Each video was crafted with data-driven messaging, SEO optimization, and clear storytelling to connect with prospective patients.

Deliverables included:
• Overview videos (produced in multiple languages)
• Service line videos
• Physician interviews with both primary care doctors and specialists
• Virtual Tour of the Radiology Department

The videos were distributed across Weill Cornell’s website, social channels, email campaigns, and even shared with referring physicians.

THE RESULTS

The launch campaign was a resounding success. The videos not only generated strong awareness for the new practice but also contributed to Weill Cornell receiving a Gold Award from the eHealthcare Leadership Awards for Best Integrated Marketing Campaign.

Once again, video proved to be a powerful catalyst for awareness, trust, and patient engagement — with Grey Sky Films at the helm.

INDUSTRY:

Healthcare, Hospitals, Medical Centers

CONTENT TYPE:

Integrated Marketing Campaign

RESULT:

Award-Winning, Awareness Growth, Patient Engagement

HIGHLIGHT:

Dozens of multilingual videos powered the successful launch of a new Long Island City practice, earning a Gold eHealthcare Leadership Award.

Overview 1

Overview 2

Radiology

Pediatrics and Primary Care

OBGYN

Physician Profile 1

Physician Profile 2

Physician Profile 3

Physician Profile 4

Don't Delay

Why Choose Grey Sky Films?

We combine strategic thinking with cinematic storytelling to create videos that don’t just look great—but drive real results. Here’s what makes us different.

25+ Years Experience

Award-winning expertise you can trust

National & International

Serving clients across NJ, NY, PA, CT and beyond

Full-Service Production

End-to-end solutions from concept to delivery

Multi-Industry Specialists

Experts in Healthcare, Pharma, Industrial, Non-Profit and more

Real Clients, Real Reviews

Don’t just take our word for it—hear directly from the brands and businesses we’ve partnered with to bring their stories to life.

"I’ve worked with GSF on several projects over several years and I knew they would knock it out of the park with the production. Mark Serao, as a director, is very observant, very collaborative with no ego, and he’s great at problem-solving. It was a fun [project] to do!”

Rob SchnappSenior Vice President, Executive Creative Director, Coyne PR

“We were going through a rebrand process and we needed a partner that was agile and could jump right in and satisfy our video needs. We needed to trust that we took on a partnership to deliver work that was of the same quality that we deliver to our clients, and the Grey Sky team did just this, they exceeded our expectations.”

Jess SpataroBrand Director/Strategist Lead, Studio Eagle

“Wow! I love working with Grey Sky. They put a tremendous amount of effort into every project. 1) They care about the quality of the work. 2) They care about you as a client. 3) They want to ensure that you get everything you need and more. You can tell that they care about the relationship and will work hard to deliver high quality, ahead of schedule and at a reasonable price. It’s rare to find a partner who delivers so much on every level.”

Alon FederDirector of Marketing, Leafguard

“We had an incredible experience working with the team at Grey Sky Films. Their creative ideas and direction helped us translate our message to a series of television commercials which have been well-received by our target audience.”

Rhonda MarazitiChief Marketing Officer, Withum+

"The team at Grey Sky is fantastic to work with-professional, responsive, and attentive to our needs. They provide excellent creative direction and make it easy to collaborate, even though none of our film participants are professional actors. The final product is always outstanding."

Phillippe BeekmanSenior Vice President, Hunterdon Health Foundation

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Weill Cornell Medicine