News Center

Wednesday, July 27, 2011

Franciscan St. Francis Health’s rebranding campaign focuses on patients’ experiences

INDIANAPOLIS – Behind every patient who is treated or hospitalized is an anecdote, a story to be shared from that person’s experience.

And that is the thrust of a new major advertising campaign at Franciscan St. Francis Health, promoting the hospital’s various clinical programs and services. It’s part of an ongoing rebranding initiative launched earlier this year by the Franciscan Alliance, unifying the names and identities of the corporation’s 13 hospitals in Indiana and Illinois.

The locally focused campaign is called Embracing the Future and it reinforces the hospital’s new name and its ever-evolving clinical care. The ads feature former patients with compelling stories and hospital staff responsible for their care.

“The patients were real – not actors or models – and they were a joy to work with,” said Jennifer Westfall, vice president of marketing and product development. “Their stories are of hope and sure to motivate and inspire others who face life’s many health challenges.”

The campaign features television, radio, print, Internet and billboard advertisements throughout the Indianapolis metropolitan area. Several of these can be viewed at

The Franciscan Alliance campaign – a corporate-wide inititative which augments the local Franciscan St. Francis Health program – will be unveiled in early fall and is designed to educate the public across the state about the myriad resources and capabilities of the system’s hospitals and its 18,000 health professionals.

To learn more about Franciscan St. Francis Health go to More information about Franciscan Alliance is at