A Health System that Chose to Compete on Hope
When a larger, more sophisticated competitor moved into Baton Rouge, Franciscan Missionaries of Our Lady Health System knew it couldn’t just compete on services alone. In a state that consistently ranks near the bottom in national health measures — where many residents don’t even believe they can be healthy, or deserve to be — FMOLHS saw a deeper opportunity.
Instead of going head-to-head in a traditional healthcare battle, the system chose to go upstream from care and build a brand focused on helping Louisianans feel better about their health. Together, we created “Health Esteem,” a multichannel campaign designed to meet people where they are, celebrate small steps forward, and spark a more hopeful, personal connection to health. The movement resonated — driving a 48% increase in top-of-mind awareness and a 39% lift in preference for the inpatient hospital, while building meaningful engagement across social channels.
CAMPAIGN RESULTS
