Overview

Our goal is to move consumers through a relationship process, from unaware, to brand awareness, to preference, to usage, to brand advocates who help tell our story.

Ask yourself: Does this piece of communication reflect our passion for innovation and our unique expertise as an academic health center? Is it focused on our brand pillars? Does it communicate our brand essence? Does it express our brand voice and tone, and convey our brand personality?

Here are a few more things to think about as you’re preparing a piece of communication, whether it’s a social media post, a news release, a brochure, or other vehicle:

• What is the innovation or idea that your message will convey?
• Who will benefit most?
• How is it unique on Long Island or in Suffolk County?
• Why is Stony Brook devoted to this particular idea?
• When will patients be able to benefit from this innovation?

Consider all three missions of an academic health center. While one – research, education, or patient care – may dominate your message, look for opportunities to frame it in terms of the larger mission.

This linkage does not have to be forced or unnatural, but do take the time to consider potential synergies which may help the larger institution as a whole.