Franciscan Missionaries of Our Lady Health System
Franciscan Missionaries of Our Lady Health System (FMOLHS), a large health system in Louisiana, embraced the challenge of not positioning itself based on a self-promotional platform focused on the care it delivered. Instead, they decided to lead the people of Louisiana on the road to living happier, healthier lives with a fresh perspective and the tone of a trusted friend, not a hospital.
Positioning Differently for Meaningful Impact
Franciscan Missionaries of Our Lady Health System (FMOLHS), a large health system in Louisiana, faced new market dynamics as well as an evolving business strategy with new opportunities. In the past, FMOLHS like many healthcare organizations had pursued positioning itself based on a self-promotional platform focused on the care it delivered. How could FMOLHS carve out a distinct position authentic to its mission and build a broader, more meaningful brand in its region?
Health is More Than a Hospital
To tackle this challenge, ReviveHealth first helped FMOLHS identify a position based on health rather than care, which both reflects its faith-based mission and allows for a more relevant message to more consumers.
A health-focused brand would help reposition FMOLHS as a health brand first and foremost in the minds of consumers, rather than a hospital. While most consumers rarely need to choose a hospital or care at any given time, nearly everyone has health issues they would like to address. Finally, a health-based position would help differentiate FMOLHS from the self-promotion brand of its competitors. While many health systems talk about health and wellness or provide health content through blogs, online libraries, or other tactics, very few have built their brand differentiation based on that positioning. A health brand would run parallel to operational and care strategies to help the system bring even more value to the care relationship. The question then became, how could FMOLHS build its health brand in a powerful and compelling way?
When Raising Awareness Raises Self-esteem
Louisiana is consistently ranked as one of the least healthy states in the nation. But not only do many residents of Louisiana have poorer health, many have an overly negative perception of themselves when it comes to their health. It was on this foundation that FMOLHS developed its Health Esteem campaign, a brand message focused not just on helping people lead healthier lives, but on helping people feel optimistic about themselves and their ability to make changes.
Rather than lecturing consumers on how to be healthy, the campaign seeks to see the person behind the patient, meet people wherever they are with health, and work to feel better about themselves. Messaging focused on how they should take time for themselves, hug one another more often, or just laugh more often. Simple health tips, backed by scientific and medical research, proved that there was more than one way to be healthy. The desired takeaway: “I deserve good health, and FMOLHS is helping me realize MY definition of health.” The campaign came to life through a series of commercials, social media posts, billboards, and online display ads, plus an accompanying internal employee rollout. The campaign also needed to support the business of the hospital through content relevant to service lines, which was accomplished by tying simple health tips to deeper content on addressing significant health issues for those who need it.
The Health Esteem campaign successfully positioned FMOLHS at the center of the conversation, leading the people of Louisiana on the road to living happier, healthier lives with a fresh perspective and the tone of a trusted friend, not a hospital.
Still, in the initial stages of our multi-phase approach, strong belief in the campaign idea is fueling the development of future tactics (including comprehensive social, public relations, additional advertising, and digital tools) designed to start a movement of people making “health esteem” an important and helpful part of their lives.