Cohen Children’s Medical Center launches fundraising, marketing campaigns

11/29/2017    |     Jason Molinet

NEW HYDE PARK, NY — Cohen Children’s Medical Center today announced the launch of its first integrated fundraising campaign to help the nonprofit – recognized as one of the nation’s best children’s hospitals – continue to deliver life-saving care. The outreach effort, spearheaded by Northwell Health Foundation, is being supported by the “Cohen Heroes” marketing campaign, which features some of the inspiring stories of the thousands of youngsters who have overcome life-threatening illnesses and injuries, thanks to the expertise of their caregivers.

“What makes this campaign unique is that it promotes our pediatric services while simultaneously focusing on the need for donor support of the hospital’s mission by investing in new technologies, therapies and research,” said Ramon Soto, senior vice president and chief marketing and communications officer at Northwell.

The staff at Cohen Children’s, the New York metropolitan area’s first pediatric hospital when it opened in 1983, is driven by its mission to improve the health of children throughout the New York area, a commitment to high-quality of care, the pursuit of pediatric research to deliver better medical outcomes, and an appreciation for the generous donors who make the impossible possible. Those values are highlighted by the fact that Cohen Children’s does not turn away patients – especially those who are uninsured or unable to pay. In 2016 alone, Cohen Children’s provided $11 million in financial assistance to families in need.

“We’re mission-focused caregivers who rely heavily on the support of the communities we serve,” said Charles Schleien, MD, executive director of Cohen Children’s, and senior vice president, executive director and chair of pediatrics at Northwell Health. “Donor support has enabled us to thrive in strengthening our research and clinical capabilities, as demonstrated by US News & World Report ranking us among the nation’s top 50 children’s hospitals in nine pediatric specialties, including five in the top 25.”

The largest provider of pediatric health services in New York State, Cohen is the only children’s hospital in New York State to earn Magnet status – the gold standard for nursing excellence – from the American Nurses’ Credentialing Center (ANCC), reflecting the highest standards of nursing professionalism, collaboration, teamwork and superiority in patient care delivery.

“The Cohen fundraising campaign is focused on continuing the hospital’s mission of serving and saving children, not only through frontline care, but also by investing in new technologies, therapies, staff and research,” said Brian T. Lally, senior vice president and chief development officer at Northwell Health. “Its state-of-the-art care includes children's medical, surgical, psychiatric and dental needs in both inpatient and outpatient settings, from premature babies to adolescents and young adults up to age 21.”

To highlight Cohen’s exceptional care, Northwell Health launched its first-ever direct response fundraising TV spot, as well as a direct-mail and digital campaign. The direct-response TV spot tells the powerful story of Elly, a former patient at Cohen Children’s. Her sudden illness and remarkable journey to recovery inspires viewers to commit a recurring, monthly donation toward the life-saving research and advanced treatments that are taking place every day at Cohen Children’s.

“There are other areas where you will see this campaign come to life, all designed to spotlight our culture of giving, expand donor volume and drive awareness of Cohen Children’s as a non-profit organization,” said Michael J. Dowling, president and chief executive officer of Northwell Health. “It’s all about being able to continue our mission of serving and saving children.”

Pediatric services throughout Northwell Health operate under the umbrella of Cohen Children’s, which means families get the very best standard of care, ranging from routine wellness check-ups to treatment for life-threatening conditions, regardless of location.

The 11 Northwell hospitals with maternity programs delivered more than 40,000 newborns in 2016, which accounted for about 17 percent of all births in New York State. In addition, it is the only level one pediatric trauma center on Long Island or in Queens. A donation to Cohen Children’s will help Northwell to continue to save and serve children in New York and beyond.

All donations are tax-deductible. To learn more about supporting Cohen Children’s Medical Center, go to



About Northwell Health

Northwell Health is New York State’s largest health care provider and private employer, with 22 hospitals, about 600 outpatient facilities and nearly 15,000 affiliated physicians. We care for more than two million people annually in the New York metro area and beyond, thanks to philanthropic support from our communities. Our 63,500 employees – 15,000+ nurses and 4,000 employed doctors, including 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 Donald and Barbara Zucker School of Medicine at Hofstra/Northwell and the Hofstra Northwell School of Graduate Nursing and Physician Assistant Studies. For information on our more than 100 medical specialties, visit