In 2014, Washington-based Franciscan Health System rebranded to better align with its parent organization, Catholic Health Initiatives (CHI). Comprised of eight hospitals and numerous clinics throughout the Puget Sound region, Franciscan became CHI Franciscan Health, adopting a new system name, logo, brand platform, messaging and design protocol.
The goal was to create a buzz-worthy advertising campaign to create awareness of the new brand, increase market share for CHI Franciscan Health (CHI-FH), and prevent outmigration to surrounding areas for specialty care.
This effort targeted potential patients in care locations across the state of Washington and since audiences in different markets respond better to different creative – from Bainbridge to Enumclaw, West Seattle to Spanaway – much of this campaign required customization of imagery and content to each unique location. The campaign also required the development of an overarching theme as well as one that could be applied to individual service line campaigns like ones for family birth centers, virtual doctor visits or orthopedic programs.
Ultimately, this buzz-worthy campaign generated an increase in health talk registrations, surgeon seminars, birth center tours, social media engagement, usage of virtual urgent care and more.
Client: CHI Franciscan Health
Project: Out of Home, Print Ads, Microsite, Direct Mail, Brand Activations, TV