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CHI Franciscan

Can healthcare heal an entire region?

Our Good Brands Index suggested deep-seated regional pride in Seattle/Tacoma, but a recent organizational merger with CHI had led to market confusion for Franciscan Health Network and 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 kicked it off with the biggest internal branding effort in company history.

26%

brand awareness increase

Positive employee scores rose from 35% to 76%

Employee engagement shown through hundreds of social posts in NW Healthy tee-shirts

78%

rise in positive social media comments