CHI Franciscan
In health care there are lots of smiling doctors and smiling patients. And not much else to differentiate a brand. We set out to change the paradigm.
discover
PK’s Positivity Audit found organizational upheaval had led to low patient satisfaction. Improvements would take time but wellness initiatives were well-attended and well liked. Context Reports showed deep seeded regional pride.
direction
Give the system time to achieve operational excellence by creating a wellness-based health movement. Patients will appreciate health advice and feel regional pride in themselves and CHI Franciscan as a caring partner.
imagine
In weeks, Preston Kelly developed the Northwest Healthy graphics, guidelines and an internal brand launch campaign. Followed closely by a multimedia campaign, digital health hub, signage, POP, sports partnerships and Northwest Healthy events.
manage
Awareness up 26%.
Positive employee scores up from 35% to 76%.
Hundreds of employees have posted photos wearing NW Healthy Ts.
Positive social media comments are up 78% over year one.