St. Joseph’s Health was about to launch an external campaign letting the community know that they were a #1 hospital. The problem: their employees didn’t know that! They had multiple #1 ranked service lines that were so siloed, their colleagues were unaware. Although each group of professionals was confident in their individual departments, they had little awareness of the health care system’s capabilities as a whole. This isolated perception was damaging to workplace morale, and it prevented employees from confidently recommending service lines beyond their own.
We knew that we would need the good word of its employees to help us advertise St. Joseph’s Health as the #1 hospital, so we needed a campaign to get them all on board.
St. Joseph’s Health had plenty to brag about—They’re #1 in nearly all their services and were doing tangible good in the community. Across every hospital in the region, St. Joseph’s Health offered the best treatment for patients.
We created XLNT—a proprietary word that belonged to St. Joseph’s Health—in recognition of their demonstrated excellence. This text-talk word quickly communicated accomplishments, not just in specific departments but also hospital-wide, signaling that St. Joseph’s Health was a contemporary company committed to staying on the cutting edge of healthcare. We peppered our messaging throughout employees’ days in popular staff-only areas. We served up quick, morale-boosting facts with their morning coffee, on their elevator rides, when they logged into their computers, and even when they sanitized their hands. Wherever they went, they saw or heard just how XLNT they were. Eventually, the 10 week campaign took on a life of its own and to this day, some employees and managers at St. Joseph’s Health sign their emails XLNT.