Challenge
In health care communications there are lots of smiling doctors and smiling patients. And not much else to differentiate a brand. We set out to change the health care paradigm. Annual client research and stakeholder interviews suggested an organizational merger had lead to lower patient satisfaction. Operational improvements would take time. But ongoing wellness initiatives were well attended and well liked, and Preston Kelly’s Good Brand Index showed deep-seated regional pride.
Solution
Direction Give the system time to achieve operational excellence by creating a wellness-based health movement. Patients will appreciate good health advice and feel pride in their state, themselves and, over time, CHI Franciscan as a caring partner. Imagine In weeks, Preston Kelly developed the Northwest Healthy brand, including graphics, guidelines and the biggest internal launch campaign in company history. We followed up with a multimedia campaign, digital health hub, signage, POP, sports partnerships with four major league teams and Northwest healthy events.
Results
Awareness of CHI Franciscan up 26%. Positive employee scores up from 35% to 76%. Employee acceptance and engagement shown through hundreds of photos posted wearing NW Healthy t-shirts. Positive social media comments up 78% over year one.
Preston Kelly
A good guy. A good gal. A good neighbor or friend. Good is the feeling lasting relationships are built on. The same is true for brands. Modern brands and agencies must create work that is welcome in people’s lives. Respects consumers’ time and intelligence. And is built upon an overt and...
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.