EDWARD-ELMHURST HEALTH

HEALTHY DRIVEN

CHALLENGE

The formation of a new health system uniting Edward Hospital, Elmhurst Memorial, and Linden Oaks Hospital in Chicago’s western suburbs presented a rare and defining moment: three well-established hospitals, each with its own culture, personality, and legacy, uniting under a single identity strong enough to compete in one of the most saturated healthcare markets in Chicago. A merger into a new health system required a new brand identity alignment, while the system’s multi-varied benefits needed awareness. In a highly competitive Illinois market, residents were unclear on the merger, making it critical for the new entity to differentiate and create a unifying, resonant brand.

OUTCOME

Grounded in extensive discovery and strategic research, Maricich Health developed the “Healthy Driven” campaign brand to embody a provocative, yet welcoming brand personality, a steadfast commitment to being “driven to do whatever it takes to improve the health of the communities.” And who better to embody the spirit than NASCAR icon Danica Patrick? With Danica in the driver’s seat, Healthy Driven gained fast traction, giving the system a bold presence that energized both the community and internal teams. The brand launched internally through ambassador programs and employee events, and externally with a high-profile debut featuring Danica and system leadership. A fully integrated campaign with TV (with Super Bowl–day placements), radio, digital, print, social, outdoor, and a Union Station takeover, quickly embedded Healthy Driven into the public consciousness. This work built a strategic and creative foundation that carried the system forward for years, including our development of the Endeavor Health brand name.