EDWARD-ELMHURST HEALTH

GO

CHALLENGE

Edward-Elmhurst Health (EEH), serving Chicago’s Western Suburbs, is a comprehensive health system of hospitals and outpatient care locations. After its merger launch and two successful years of the “Healthy Driven” campaign, the health system needed to shift from broad awareness to driving transactional volume, while still maintaining its bold and differentiating brand platform. However, nearly every competing hospital and clinic in the market was communicating similar “access and convenience” messaging. The challenge was to elevate the Edward-Elmhurst brand beyond functional benefits and give consumers a compelling reason to choose EEH — to get care quickly and stay in control of their health, even on their busiest days.

OUTCOME

Maricich Health began by analyzing Edward-Elmhurst Health’s ambulatory landscape, consumer needs, and competitive messaging. The core insight: Edward-Elmhurst Health’s audience — busy women — needed healthcare that moved at the speed of their lives. This inspired the GO campaign, an evolved expression of “Healthy Driven” that reframed convenience/access as readiness. With Danica Patrick continuing as the campaign spokesperson, GO became a green light for women’s health and a call to action for mammogram screenings. A visual system built around the green spotlight GO unified the message and created a recognizable identity. Maricich Health produced an integrated campaign including broadcast, digital video, radio, out-of-home, social, and geo-targeted direct mail. The website echoed the GO experience through streamlined scheduling and promotions, and a TV spot featuring Danica reinforced EEH’s promise of fast, accessible care. The campaign reenergized “Healthy Driven,” sharpened access positioning, and renewed patient momentum.