An in-depth Discovery Session, which entailed consumer research and
a detailed analysis of Westchester’s marketing and brand presence, revealed two key issues. The first was that Westchester was so good at handling trauma cases that this story dominated everything else. The second was that, because trauma is reactive, Westchester was having a difficult time telling a proactive story. And we needed people to see Westchester as a place that could not only save their lives but make their lives better.
Our solution: the theme “Transformation.” Transformation is proactive, and it fits Westchester perfectly. Because they’re not just practicing medicine, they’re transforming it.
In this context, consumers can see beyond “trauma center” to “leading-edge provider of advanced medical procedures.” Why would they go anywhere else?