Northwest Healthy

After acquisition, Seattle/Tacoma-based CHI Franciscan was facing a full-blown identity crisis. Merging health systems creates uncertainty for staff, patients, and the brands involved. CHI Franciscan needed something that could unite the organization internally before it could win externally.

Northwesterners don't need to be told to be healthy. They run, hike, kayak, and proudly stay active all on their own. They don’t need a health system telling them what they already know.

A regional health movement called “Northwest Healthy” launched, built on that healthy pride Northwesterners already had. The platform flexed across service lines, partnerships, and community events. It gave CHI Franciscan employees something to rally behind, and it resonated with patients who recognized that Pacific Northwest spirit they shared.