Building a non-promotional brand to reconnect Mainers for better health
Northern Light Health, Maine’s only integrated healthcare system, sought to build greater awareness of its recent name change and status as the largest system in the region. Through data-driven research, BPD identified social isolation as a core health issue, thanks to Covid-19 isolation, smart phones and technology, and Mainers who embrace their independence culturally. BDP recommended a Post Health System Brand, a non-promotional brand strategy focused not on promoting the system itself, but instead on connecting to this larger societal issue. BPD created and launched the “How Are You?” platform, encouraging honest conversations about physical, mental, and emotional health to help Mainers connect. This initiative transformed a simple question into a meaningful dialogue, fostering connection and engaging residents in a movement for better health across the state.
“Simply put, How Are You? is an elegant solution to getting people back to caring for their own health, and for one another. This easy celebration of humanity turns a routine greeting into a genuine invitation to care, engage, and smile.”
Suzanne Spruce
SVP of Northern Light Health and
Chief Marketing & Communications Office
