Lenox Hill Hockey Deal

Crain's Health Pulse
October 9, 2013
Lenox Hill Hockey Deal

Lenox Hill Hospital is teaming up with the New York Rangers and the team's owner, Madison Square Garden, for a multiyear marketing push. Lenox Hill will be designated the official hospital of the New York Rangers—just as its parent, North Shore-LIJ, is the official partner of the New York Islanders. The hospital will be featured on static and digital signs at MSG during Rangers games. It will receive ample signs in Madison Square Garden, including a branded dasherboard, home bench and penalty box signage, and a feature on GardenVision, the center-hung scoreboard. It will also be advertised on the MSG Network TV station, where it will sponsor the Rangers' pregame injury report. The push is part of an effort by the North Shore-LIJ health system to raise its profile in the Manhattan market. "New York's health care providers are some of the best in the country," said Marian Dezelan, NS-LIJ's chief marketing officer. "Lenox Hill is included in that group, but often isn't one of the first systems that come to mind." The Manhattan hospital is slowly reaching profitability, with an operating loss of $3.3 million in 2012, down from $19.8 million the previous year.

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