CASE STUDY
Westchester Medical Center
The Transforming Healthcare campaign helped the medical center operate at 100% capacity, and generated more leads to highly profitable service lines.
SITUATION
Princeton Partners positioned WMC as the hospital of choice for highly complex medical cases in the region.
While consumers viewed Westchester Medical Center as a trauma and emergency services hospital, they did not see it as a destination for highly complex medical cases or elective procedures.
To reflect the positive changes that were happening at WMC, Princeton Partners created the “Transforming Healthcare” campaign, 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.
Once it was successfully launched using traditional media, we introduced a digital strategy to further engage consumers and other target audiences. Starting with the development and building of a new website we used social-media properties to establish a robust online presence for WMC.
THE NEXT PHASE
The next phase was the development of “Countless Lives,” an extension of the campaign to service lines. Patient stories are used to tell in an emotional and engaging manner the high level of care available at WMC. Using print, radio, and a dedicated website
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.