#TBT: Revitalizing Healthcare—The St. Luke’s “Take Care Forward” Initiative

Drake Cooper undertook one of its most ambitious projects with St. Luke’s Health System to update their brand in response to the Affordable Care Act’s launch and the evolving healthcare delivery demands. This extensive campaign involved the deepest research initiative our agency had ever orchestrated—a robust 8-month project that included qualitative and quantitative research, ethnography, consumer segmentation, and even employee journaling.

Objective: Modernize Legacy

Facing the challenges of modern healthcare regulations and consumer expectations, St. Luke’s, a century-old health system with 12,000 employees, needed a brand transformation. Our approach was grounded in comprehensive consumer insights, allowing us to understand and anticipate the needs and expectations of today’s health consumers.

Message: Take Care Forward

The research ultimately led us to “Take Care Forward” as the campaign moniker. This slogan stands for moving healthcare into a future that focuses on holistic, ethical, and patient-centered care, deeply embedded within and driven by the community it serves. By emphasizing that each individual deserves unique treatment and placing the well-being of patients above financial considerations, St. Luke’s ensures a patient-centered approach. Additionally, the campaign’s local focus—underscored by commitments from those who both work at and are served by St. Luke’s—reinforces the health system’s dedication to improving regional health outcomes. 

Strategy: Build from Within

The strategic implementation focused on initiating change internally. In the summer of 2013, we organized a significant internal event for 800 leaders to launch the “Take Care Forward” initiative internally. This gathering was a profound moment of unity and purpose, where interactive activities empowered employees to participate actively in the brand evolution. They created messages that vibrantly expressed the theme of advancing healthcare, from “Because we love our community” to “Because everyone deserves to be treated uniquely.” The internal momentum was bolstered by creating a powerful three-minute video featuring actual employees sharing real stories, emphasizing why each role was crucial to the mission.

Implementation: A Unified Message Across All Media

In addition, our agency was responsible for the full spectrum of communication strategy, creative, and production. We designed various materials that communicated the new brand message across multiple platforms, including out-of-home advertising, broadcast TV, and in-hospital signage, ensuring cohesive messaging resonated as strongly in mass media as it did internally.

Conclusion: A Unified and Empowered Health System

This initiative not only revitalized the St. Luke’s brand but also unified and empowered its vast workforce, positioning the health system as a beacon of progressive care in the Treasure Valley. Today, St. Luke’s is a health system of innovation and progressive care. We at Drake Cooper are proud to have played a pivotal role in this transformative journey, once again proving that the right message can propel an organization forward.