Westchester Medical Center Changing Perceptions

PRINCETON, NJ, August 5, 2007 - A period of very public financial and leadership troubles, as well as problems with patient satisfaction and profitability, resulted in Westchester Medical Center (WMC) having a steady stream of out-migration to New York City’s hospitals. The community felt WMC was the place to go for emergency care, but not elective services. WMC’s new leadership team hired Princeton Partners Health as its Agency of Record to evaluate its brand image and re-establish its brand as a specialty medical center prepared to handle the most complex tertiary and quaternary medical cases.

A detailed analysis of WMC’s marketing and brand presence was followed by a streamlining of all communication efforts, from the simplest of newspaper ads to the most complicated custom magazines. In mid-2007, Princeton Partners Health created a three-stage strategic brand building plan. First, Princeton Partners reinforced the goodwill of WMC’s expertise in providing emergency care and its unique team structure when handling complex medical cases. Next, they changed community opinion by addressing key issues reflected in market research, and using an empowering, positive execution targeting women, the “gatekeepers” to healthcare. And currently, they are focusing on differentiating attributes of WMC’s service lines to encourage consumers to select WMC for elective services.

The new campaign has already created a foundation of trust in and respect for WMC’s unique position in its market as one of the nation’s best trauma hospitals. The hospital facilities are operating at full capacity, and major upgrades and renovations have begun in virtually every area.

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