Changing Consumer Opinion
Westchester Medical Center (WMC)
 

ORGANIZATION
Westchester Medical Center (WMC) is the region's advanced care and Level 1 Trauma Center serving the 3.5 million people in New York's Hudson Valley region. As an academic partner of New York Medical College, we are advancing the quality of the nation's health through the latest innovations in medical care, teaching and research.

CHALLENGE
WMC was known as the place to go for emergency care, but not elective services. WMC’s leadership team hired Princeton Partners Health (PPH) 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.

SOLUTION
PPH worked closely with WMC through a period of Discovery and strategic analysis. Based on the plan developed, Princeton Partners Health created a three-stage strategic brand building plan. First, we reinforced the goodwill of WMC’s expertise in providing emergency care, and its unique team structure when handling complex medical cases. Next, we changed community opinion by addressing key issues reflected in the research, and using an empowering, positive execution targeting women, influenced the “gatekeepers” to healthcare. And currently, we are focusing on differentiating attributes of WMC’s service lines in order to change consumer behavior regarding selection for elective services.

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

Additionally, the campaign was honored with two Gold Aster Awards in the TV Advertising (Single Spot) and Magazine Advertising (Series) categories.

CREATIVE
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