Unconditional acceptance inspires new women’s health campaign.

Julia Mastropaolo 02/17/16 - 5:13 pm

We women come in all ages, shapes and sizes. With differing personalities, talents, preferences and habits (good, bad or indifferent). Yet, even though we may not realize it, we all have something in common: our need for acceptance.  

This reality became the basis for a women’s health campaign we created for our client, Franciscan Alliance, a 14-hospital Catholic health system in Northern Indiana. In a charming, lightly humorous manner, the “Perfectly Human” campaign lets women know that they are beautiful just as God made them, whether they jiggle a little when they jog or can’t hold a tree pose. And that Franciscan Alliance is the healthcare partner they can count on throughout their life’s journey with: “Inspiring health for every woman.”

Personally, I am in awe and admiration of their strong, faith-based stance as it’s not something you see in every Catholic hospital’s messaging. As Strategic Healthcare Marketing noted in a recent article about the campaign: “This strives to take away some of the guilt and pressure many people feel over not meeting standards.”


In addition to winning a Silver Service Industry Association Award, the two-month campaign resulted in a 504 percent increase in website visits to women’s health landing pages with a 477 percent increase in new users. Now that’s inspiring! Let us know how this healthcare marketing campaign made you feel as a woman.

Check out our blog series “Marketing to the Generations” to learn how to connect with women and men, from Millennials to Boomers.

Blog Category: Marketing to Women

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