How a hospital’s image transformed from “trauma center” to “fully integrated health system.”

Westchester Medical Center

Westchester Medical Center is an academic, Level-1 trauma center in New York’s Lower Hudson Valley. It has the area’s only burn center, only transplant center, and only all-specialty children’s hospital, along with a host of other unique, advanced-care capabilities. How advanced is Westchester? Thirty other hospitals send their toughest cases there.

Problem

The forefront of medicine is an expensive place to be. To stay there, Westchester knew it needed to become the area’s hospital of choice for advanced elective procedures.

After years of marketing efforts, Westchester Medical Center was still only known as a trauma center...They turned to Princeton Partners to find out why.

Solution

An in-depth Discovery Session, which entailed consumer research and
 a detailed analysis of Westchester’s marketing and brand presence, revealed two key issues. The first was that Westchester was so good at handling trauma cases that this story dominated everything else. The second was that, because trauma is reactive, Westchester was having a difficult time telling a proactive story. And we needed people to see Westchester as a place that could not only save their lives but make their lives better. Our solution: the theme “Transformation.” Transformation is proactive, and it fits Westchester perfectly. Because they’re not just practicing medicine, they’re transforming it. In this context, consumers can see beyond “trauma center” to “leading-edge provider of advanced medical procedures.” Why would they go anywhere else?

The award-winning, multimedia campaign we created not only met but surpassed Westchester’s goals.

Results

The medical center now operates 
at 100%+ capacity and leads are being driven to highly profitable service lines.