EDWARD-ELMHURST HEALTH

HEALTH AWARE

CHALLENGE

Following the merger of Edward Hospital, Elmhurst Memorial Hospital and Linden Oaks Hospital, Edward-Elmhurst Health (EEH) emerged as a leading integrated health system in Chicago’s western suburbs. The health system’s 2014 brand launch — powered by the “Healthy Driven” — generated a 75% increase in merger awareness and established strong market visibility. With that momentum in place, EEH needed to advance the next phase of the “Healthy Driven” brand evolution: expanding awareness and usage of the HealthAware online diagnostic tools. The challenge was to strengthen the healthcare brand by linking the “Healthy Driven” mindset to proactive health assessments while motivating prospective patients to seek care at Edward-Elmhurst Health clinics and service lines.

OUTCOME

Maricich Health advanced the “Healthy Driven” platform through a focused, two-part strategy that began by positioning HealthAware assessments as quick, empowering tools for anyone seeking clarity about their health risks. This strategic approach guided existing and prospective patients from online insight to in-person care by elevating two key service areas — HeartAware and Walk-In Clinics — within Edward-Elmhurst Health’s network. Creatively, campaign spokesperson Danica Patrick’’ racing persona set the pace, with dashboard cues like check-engine lights and gauges serving as intuitive metaphors for the early warning signs our bodies send every day. This visual language created a natural bridge between the energy of “Healthy Driven” and the purpose of HealthAware. To further generate awareness of and drive volume to the HealthAware online tests and the Walk-In Clinics, the team produced TV, radio, print, billboards, and website integrations, all encouraging patients to take the first step online and continue their care journey with Edward-Elmhurst Health.