StrawberryFrog Launches Northwell Health's "Top Doctors" Campaign

Jul. 28, 2026

Nick Sonderup, Chief Creative Officer, StrawberryFrog said:

"We wanted to celebrate Northwell's top doctors the same way we celebrate elite athletes—because the skill, focus, and years of preparation behind the life-saving work done in the OR aren't so different from what it takes to perform on the world's biggest stages. Every frame of this campaign was built around real physicians, not actors, so audiences feel the authenticity of what these doctors actually do. Castle Connolly's recognition gave us the proof point, but the creative challenge was making that expertise feel as thrilling and human as it really is."

Ramon Soto, Northwell’s chief marketing and communications officer said:

“As our campaign highlights; in healthcare there are critical moments when everything is on the line, and every second counts. That’s not just drama; that’s the reality our physicians face every day. They don’t run from those challenges; they break through them, because they’ve seen it all before. These messages are not just about grabbing attention or entertaining; it’s about educating. It’s about demonstrating Northwell’s relentless pursuit of medical innovation, driven by America’s top doctors, ensuring we’re constantly pushing the boundaries to deliver the trusted, life-changing care our communities deserve, year after year.”

In addition to the main message that “Northwell has more Top Doctors than any health system in America” (based on Castle Connolly Top Doctors® 2024-2026), which appears across all video, social, print, and OOH assets, the campaign highlights four additional pieces of evidence in support: clinical, recruiting, teaching, and research & innovation. Each is emphasized in an individual :15 and print ad. The clinical execution highlights that “Northwell has the most Top Doctors in America, taking on more of New York's toughest cases” (Source: January-September 2024 inpatient SPARCS data, excluding newborns and neonatology). The recruiting execution touts that Northwell's top doctors “don't just end up here... they choose to be here”—Northwell's top talent attracts other top talent. The teaching execution emphasizes that Northwell's top doctors train the next generation of top doctors. And the research & innovation execution states that “top doctors don't wait for breakthroughs. They make them.” Together, these four proof points explain the consumer benefit to those Northwell serves.

The “Top Doctors” campaign builds on the strategy behind Northwell’s “Raise Health” platform, founded on the brand’s “Better Health for All” corporate mission. Northwell’s clinical excellence and their offering of top physicians contribute to the health network’s strong positive impact on their communities and plays an important role in their “Raise Health” agenda.