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Changing countless lives

Client: Westchester Medical Center
Agency: Princeton Partners

Client Background

Westchester Medical Center (WMC) is an academic Level 1 trauma center with seven centers of excellence and a top-rated, all-specialty children’s hospital. WMC serves more than 3.5 million people throughout NY’s Hudson Valley, including northern NJ and lower CT. It was well known as the region’s trauma hospital.

Challenge

WMC was less well known for the advanced specialty and elective services it provides. Princeton Partners was hired to evaluate its brand image and re-establish it as a specialty medical center to handle the most complex tertiary and quaternary medical cases. After an in-depth Discovery Session, which entailed consumer research and a detailed analysis of WMC’s marketing and brand presence, it became clear that WMC needed to improve its overall brand image. While consumers believed in its trauma and emergency services, they did not favor it for elective services. We needed to position WMC as the hospital of choice for highly complex medical cases in southern New York.

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 to raise expectations and educate the public about WMC’s sophisticated medical offerings. Research conducted following the launch of the campaign showed that it created 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. Once it was successfully launched in traditional media, we introduced a digital strategy to further engage consumers and other target audiences. Starting with the development of a new website (www.wcmc.com), we used social media properties such as Wikipedia, Facebook, YouTube, Slideshare and Twitter, along with e-mail and search engine marketing, to establish a robust online presence for WMC. This has extended the reach and engagement of the brand, and allowed for consumer engagement through a much deeper and ongoing relationship. The next phase was “Countless Lives,” an extension of the campaign to service lines. Patient stories expressed, in an emotional and engaging manner, the high level of care available at WMC. Using print, radio, a dedicated site (www.countlesslives.com) and WMC’s social media properties, “Countless Lives” puts a human face on the medical center.

Result

The work has been so well received within the WMC community that it now provides the basis for all communications – internal, foundation, recruitment and more. It has also 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. And the work is award-winning. The brand campaign received two Gold Aster awards for best TV advertisement (single) and Best Print advertisement (series). Additionally, “Countless Lives” received a Silver Aster for Best Print Campaign, and work we did promoting the Heart Center won a Bronze CardioVascular Award for Best Magazine Advertisement.

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