Westchester Medical Center Health Network Issues Marketing RFP

Westchester Medical Center Health Network has issued an RFP for the design, development and implementation of an integrated approach and plan for the provision of an overall marketing, advertising and communication campaign for WMCHealth. The services and plan will work to differentiate WMCHealth in its marketplace and build preference for its services by building upon WMCHealth’s current image, branding, marketing, advertising and public relations platform as part of the strategic planning program and ongoing image and brand initiatives and the need to develop initiatives for all affiliated hospitals, several services lines as needed, as well as WMCHealth’s affiliated employed physician organization.

Background

WMCHealth Network

The Westchester Medical Center Health Network (WMCHealth) is a 1,900-bed healthcare system headquartered in Valhalla, New York, with 10 hospitals on eight campuses spanning 6,200 square miles of the Hudson Valley. WMCHealth employs more than 12,000 people and has nearly 3,000 attending physicians. From Level 1, Level 2 and Pediatric Trauma Centers, the region’s only acute care children’s hospital, an academic medical center, several community hospitals, dozens of specialized institutes and centers, skilled nursing, assisted living facilities, homecare services and one of the largest mental health systems in New York State, today WMCHealth is the pre-eminent provider of integrated healthcare in the Hudson Valley.

Westchester Medical Center Health Network includes the flagship, Westchester Medical Center, Maria Fareri Children’s Hospital and Behavioral Health Center in Valhalla, New York; MidHudson Regional Hospital in Poughkeepsie, New York; Good Samaritan Hospital in Suffern, New York; Bon Secours Community Hospital in Port Jervis, New York; St. Anthony Community Hospital in Warwick, New York; HealthAlliance Hospital-Broadway Campus in Kingston, New York; HealthAlliance Hospital-Mary’s Avenue Campus, in Kingston, New York; and Margaretville Hospital in Margaretville, New York.

Overview

Westchester Medical Center is operated by Westchester County Health Care Corporation, a public benefit corporation established by the New York State Legislature pursuant to Article 10-C of the New York Public Authorities Law.  On January 1, 1998, the facilities and operations of the Westchester County Department of Hospitals were transferred to Westchester County Health Care Corporation, which is now responsible for the programs, services, and operations of the medical center. As a public hospital, WMC’s primary mission is to provide high-quality advanced health services to the residents of the Hudson Valley and the surrounding area, regardless of their ability to pay.

WMC is a regional, tertiary level academic medical center, composed of University Hospital, Maria Fareri Children’s Hospital at Westchester Medical Center, and the Behavioral Health Center in Valhalla, New York as well as MidHudson Regional Hospital of Westchester Medical Center in Poughkeepsie, New York. WMC serves as the Hudson Valley’s most advanced medical care and referral hospital, serving population of more than 3.5 million people.  WMC’s Valhalla campus is licensed to operate with a total of 652 patient beds, including 415 beds in University Hospital; 136 beds in the Maria Fareri Children’s Hospital at Westchester Medical Center; and 101 beds in the Behavioral Health Center that provides inpatient and outpatient psychiatric care. MHRH is licensed to operate 243 patient beds.

Scope of Work

Objectives and Responsibilities

As part of the overall services to be provided to WCHCC, the prospective proposer, as a component of the WMCHealth Marketing Team, shall provide one or more of the following services:

• Advertising Plan
• Marketing Plan
• Communications Plan: internal and external
• Publications Management/Production
• Physician Communications/Marketing (to both WMCHealth physicians and referring physicians)
• Creative Design Production Services
• Media Procurement/Placement
• Digital Management/Development
• Physician Practice Marketing
• Foundation Marketing and Communications
• Return on Investment (ROI) Tracking and Reporting

Proposal due by February 10, 2017 to:

WESTCHESTER COUNTY HEALTH CARE CORPORATION
Executive Offices at Taylor Pavilion Office of Legal Affairs
100 Woods Road Valhalla, New York 10595

Major PR firms in NY include DKC PR, Hunter PR and Shift Communications.