Case Study

CHI Franciscan

Case Study

CHI Franciscan

In health care communications there are lots of smiling doctors and smiling patients. And not much else to differentiate a brand. We set out to change the health care paradigm.

Discover

Annual client research and stakeholder interviews suggested an organizational merger had lead to lower patient satisfaction. Operational improvements would take time. But ongoing wellness initiatives were well attended and well liked, and Preston Kelly’s Good Brand Index showed deep-seated regional pride.

Direction

Give the system time to achieve operational excellence by creating a wellness-based health movement. Patients will appreciate good health advice and feel pride in their state, themselves and, over time, CHI Franciscan as a caring partner.

Imagine

In weeks, Preston Kelly developed the Northwest Healthy brand, including graphics, guidelines and the biggest internal launch campaign in company history. We followed up with a multimedia campaign, digital health hub, signage, POP, sports partnerships with four major league teams and Northwest healthy events.

Manage

Awareness of CHI Franciscan up 26%.

Positive employee scores up from 35% to 76%.

Employee acceptance and engagement shown through hundreds of photos posted wearing NW Healthy t-shirts.

Positive social media comments up 78% over year one.

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CONTACT
Preston Kelly
222 First Avenue NE
Minneapolis, MN 55413
T: 612.843.4000
F: 612.399.9970
goodwins@prestonkelly.com
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