CHI Franciscan

The case for building regional pride 

Our Good Brands Index suggested deep-seated regional pride in Seattle/Tacoma, but a recent organizational merger with Catholic Health Initiatives (CHI) had led to market confusion for Franciscan Health Network, along with lower patient satisfaction. Integrating operational improvements would take time. But we found ongoing wellness initiatives were already well attended and well liked. We gave the care delivery system time to achieve operational excellence by creating a brand-building, community-positive health movement centered on wellness. In weeks, 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 company history. It wasn’t long before the brand was effectively promoting specialty care and partnership initiatives as well.