Westchester Medical Center
How we transformed a trauma center into a hospital of choice.
Westchester Medical Center (WMC) is an academic Level 1 trauma center in New York’s Hudson Valley region with seven centers of excellence and a top-rated children’s hospital. It was well known as the region’s trauma hospital. It was less well known for the advanced specialty and elective services it provides. Princeton Partners was hired to re-establish its brand as a specialty medical center.
Westchester Medical Center
Healthcare
“Princeton Partners provides the strategic support, pro-active thinking and follow through needed to be successful in a highly complex environment.”
INSIGHT
Our discovery process revealed that WMC was not leveraging the renown they received for emergency services, nor publicizing the innovative research taking place there, in discussing their other, underutilized services.
SOLUTION
To reflect the positive changes that were happening, we determined WMC’s Unifying Brand Idea to be “Transforming Healthcare.” Based on this, we developed an integrated communications plan utilizing TV, radio, print, outdoor and digital properties, as well as social media, to raise expectations and educate the public about WMC’s sophisticated medical offerings. Research conducted following the launch of the campaign showed that it achieved its goal of creating a foundation of trust in and respect for WMC’s unique position in the market as one of the nation’s best hospitals. Most importantly, people were more likely to choose WMC for advanced elective services.
The next phase was the development of “Countless Lives,” an extension of the campaign to service lines. “Countless Lives” told patients’ stories and put a human face on the medical center.
RESULTS
The award-winning work produced the brand image results intended, and the business results needed. The medical center operates at 100%+ capacity, and leads are being driven to highly profitable service lines.
