Northwell Health’s innovative work in creating the first 3D-printed, amphibious, prosthetic leg – which allows amputees the ability to seamlessly navigate from land to water and back – earned marketing partner J. Walter Thompson two awards at the International Festival of Creativity.
J. Walter Thompson (JWT) was recognized for several projects at the Oscars of advertising and marketing last month in Cannes, France. JWT’s work with “The Fin” won a silver Lion in the Pharma category for Patient Engagement Utilities, placing Northwell Health among the world’s greatest brands. “The Fin” also earned bronze in Product Design for Medical Devices.
“We have an unbelievable partner in JWT, whose creative team shepherded our innovative prosthetic ‘The Fin’ from concept to successful prototype,” said Ramon Soto, senior vice president and chief marketing and communications officer at Northwell. “The Cannes Lions awards reflect what a labor of love, imbued with ingenuity, can lead to. This amphibious, prosthetic leg will change the lives of thousands of wounded warriors and amputees who want to return to an active lifestyle.”
Northwell Ventures designed the prosthetic along with Eschen Prosthetic and Orthotic Laboratories, a prosthetic design firm headquartered in Hicksville, and CPC (Composite Protyping Center), a commercial-grade advanced composite manufacturing company based in Plainview.
Dan Lasko, a Marine Corps veteran whose left leg was amputated below-the-knee after his vehicle hit an explosive device while serving in Afghanistan in 2004, worked closely with the design team. Todd Goldstein, PhD, Director of Northwell Ventures 3D Printing Laboratory, led design and fabrication of “The Fin” prosthetic. Mr. Goldstein is currently preparing for a broader clinical trial of the device.
Another collaboration between Northwell and JWT – “The Connected Room” – won bronze at Cannes in the Promo for Immersive Customer Experience category. “The Connected Room” is a system of smart, interactive picture frames, hung in each hospital room, that allow patients display photos of friends and family, creating a better in-room experience. Photos can also be sent to any patient room directly in real-time using a custom email address. This initiative is about creating a hospital room that helps patients feel at home, and in turn, recover faster.
“It is an incredible honor to have our work with Northwell Health recognized by the international creative community,” said Ben James, JWT’s executive creative director. “We are continuously inspired by the system and their pursuit of raising the standard of healthcare for all, and we are lucky partners to know that spirit extends into all that we create together.”
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About Northwell Health
Northwell Health is New York State’s largest health care provider and private employer, with 22 hospitals and over 550 outpatient facilities. We care for more than two million people annually in the metro New York area and beyond, thanks to philanthropic support from our communities. Our 62,000 employees – 15,000+ nurses and about 3,900 physicians, including more than 2,800 members of Northwell Health Physician Partners – are working to change health care for the better. We’re making breakthroughs in medicine at the Feinstein Institute. We're training the next generation of medical professionals at the visionary Hofstra Northwell School of Medicine and the School of Graduate Nursing and Physician Assistant Studies. And we offer health insurance through CareConnect. For information on our more than 100 medical specialties, visit Northwell.edu.