SANTA CLARA VALLEY HEALTHCARE (SCVH)

THE POWER OF WE

CHALLENGE

What would become Santa Clara Valley Healthcare was created through the 2019 merger of two privately owned hospitals with a public hospital and 11 clinics owned and operated by California’s County of Santa Clara. But public acceptance of this new entity proved challenging, largely because of political, union, and staff perceptions of the acquired private hospitals’ previous management. In fact, for nearly two years while resources were focused on the pandemic, the network operated under the temporary, generic name of “The Enterprise.” Introducing a rebranded network with a positive and unifying message called for a comprehensive campaign across diverse media. It would give healthcare consumers and providers alike a full understanding of the connection between all three hospitals. And it would need to be tailored to Spanish-, Vietnamese- and Chinese- speaking audiences as well as English speakers.

OUTCOME

Maricich Health retained the network’s legacy brands, while building a spirit of excitement and togetherness based on consumer sentiment after the pandemic. The result was the unified health system brand called Santa Clara Valley Healthcare. A desired brand personality defined as “radically inclusive, compassionately progressive” led to the campaign theme: “The Power of We.” The broad-based campaign included TV, radio, and out-of-home ads. Website creative included a new SCVH.org microsite with landing pages fed by traffic from digital display, PPC and social media advertising. This comprehensive communications program helped foster access to care among those unfamiliar with SCVH. And it enabled employees to see how the connected facilities have come together to serve the community in a more comprehensive and dynamic way. With many millions of impressions to date, The Power of We continues to deliver persuasive counterpoints that indirectly address the negative messaging generated by those originally opposed to the unification of SCVH’s three constituent hospital systems. .