Catholic Health Initiatives' Memorial Hospital found its competitors were outspending them 2 to 1 in advertising dollars. This, combined with restructuring, began to shake internal confidence. Franklin Street developed a campaign to identify the unique, genuine essence of CHI Memorial’s brand to win patient preferences and inspire their associates.

DIAGNOSIS

Our research utilized a variety of measurements and disciplines to identify the key delineators within patient preferences and aligned them with genuine organizational strengths that Franklin Street and Memorial’s leadership identified. Finding these elements of their brand promise was vital to develop supporting elements for the overall strategy of the campaign.

PRESCRIPTION

The first year of the campaign had to solidify genuine brand strengths internally before presenting promises to patients. In collaborating with CHI Memorial’s board of directors, Franklin Street crafted “Memorial Starts with Me.”

This campaign allowed associates to describe how they create the CHI Memorial experience in their own sincere words and heartfelt emotions. It brought pride and ownership. It encouraged genuine branded moments with patients. With internal brand expectations set, the second year of the campaign brought associate passions to life in exterior and interior signage, print and through the living rooms and computer screens of patients across the marketplace.

RESULT

After this campaign, associate engagement and employee morale has soared. Since beginning their partnership with Franklin Street, CHI Memorial has been the market leader in key service lines such as cancer and cardiac care.