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CHI Franciscan

Our Good Brands Index suggested deep-seated regional pride in Seattle/Tacoma, but a recent organizational merger with out of state powerhouse, Catholic Health Initiatives (CHI), had led to consumer confusion along with operational issues and lower patient satisfaction.

Integrating operational improvements would take time. But we found ongoing wellness initiatives were already well attended and well liked. Overtly tapping regional pride, we gave the care delivery system time to achieve operational excellence by creating a brand-building, community-positive health movement centered on wellness. We developed the Northwest Healthy campaign, including graphics, guidelines and a fully integrated creative campaign, and we kicked it off with the biggest internal branding effort in the company’s history.

Brand awareness increased from 49% to a
market leading 64%.

Brand affinity increased from 20% to 36%.

51% lift in online traffic and action.

By year two, Tacoma was the top-performing market in the CHI system.