Westchester Medical Center (WMC) is an academic Level 1 trauma center in New York's Hudson Valley. The community trusted WMC to handle emergencies. But when it came to elective procedures and advanced specialty care, patients looked elsewhere.
Trusted for emergencies. Overlooked for everything else.
Westchester Medical Center (WMC) is an academic Level 1 trauma center in New York's Hudson Valley. The community trusted WMC to handle emergencies. But when it came to elective procedures and advanced specialty care, patients looked elsewhere.
Its greatest strength had become its ceiling.
Consumer research revealed a sharp perception gap. People associated WMC with trauma — and only trauma. Despite offering some of the most advanced care in the region, the hospital wasn't on the consideration list for planned procedures.
A platform for the whole hospital.
Princeton Partners repositioned WMC around a new idea. A multi-channel campaign and digital engagement strategy brought the hospital's full capabilities to life, shifting the narrative from emergency-only to hospital of choice. The platform became the foundation for all internal and external communications.
Patient storytelling initiative bringing WMC's full capabilities to life.
The Creative.
Perception shifted. Capacity followed.
Post-campaign research confirmed increased trust and preference for WMC's advanced services. Awareness of the hospital's specialty care grew significantly, public perception shifted, and WMC began operating at full capacity.
Post-campaign research confirmed the shift.
"Princeton Partners provides the strategic support, pro-active thinking and follow through needed to be successful in a highly complex environment."
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