Initiative: Located in the Chicago suburbs, Edward and Elmhurst hospitals merged to form a new health system to better serve its community and compete for market share. Maricich was selected as their agency to develop a new name, create a unified brand and promote the collective strengths of the new health system as part of an integrated branding, advertising and marketing campaign.
Outcome: Maricich created “Healthy Driven” as the brand positioning platform. These two words exemplified the commitment of the new system, Edward-Elmhurst Health, to do whatever it takes to move health forward in its community. Celebrity race car driver Danica Patrick was chosen as the perfect embodiment of the new healthcare brand, with traits of determination, drive and passion for a healthy lifestyle. The results are clear. The campaign remains in pole position and continues to inspire the community and internal stakeholders, helping the organization to reach and exceed ongoing business goals.Back