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Franciscan healthcare branding
Answering a marketing 911

The background

With 14 hospitals and 20,000 employees serving across various service lines, this nearly 150-year-old, faith-based hospital has a great story to tell. But with hundreds of smaller practices and medical centers also within its three-state footprint, the result was often mixed messaging and rogue design. So, how do you get successful healthcare marketing campaigns all singing the same tune? You write the hymnal.

  • Brand Positioning
  • Brand Messaging
  • Brand Naming and Identity
  • Consumer Research
  • Media Strategy and Planning
  • Media Buying
  • Art Direction
  • Copywriting
  • Design

Branding in the healthcare industry
Standing out in a sea of providers

From broadcast TV spots to the smallest digital details, Doe-Anderson helped Franciscan adopt a cohesive and recognizable hospital branding design that has taken hold. First, we created a distinct look and feel the organization was excited to get behind, including “owning the blue” and double-exposure photography. We then identified very clear brand guidelines for Franciscan’s internal design team to implement across all materials.

A visual approach
Seeing humans, not just patients

As part of the roll-out of this new visual identity, we side-stepped traditional branding strategies in healthcare, opting for a highly visual and emotionally resonant approach to keep the Franciscan brand top-of-mind in all markets. We put people at the center of the imagery, breaking through with a glimpse into their identities beyond simply being patients.

A successful healthcare marketing campaign
Remedies that drive results

The messaging worked seamlessly across platforms, categories and geographies, helping the updated brand identity quickly take hold with patients and prospects. Soon after implementation, Franciscan service line directors reported far exceeding their goals – some by triple-digit percentages, and consumer brand recognition was up 19%. These are the kind of results that inspire and motivate us all to keep pushing our work to new levels.


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