When health issues arise, the last thing people need is confusion about their healthcare choices. However, this was a major dilemma facing SouthEast Alaska Regional Health Consortium (SEARHC). For years, the healthcare organization primarily focused on serving Alaska Natives. But a growing need in the communities throughout southeast Alaska created an exciting new era of community healthcare for SEARHC, leading to the decision to open their services to everyone.

Getting the message out, and ensuring audiences could successfully embrace this change, was no easy task. Non-beneficiaries (non-Alaska Natives) needed to know that services were now available to them; and tribal leaders needed to feel confident that SEARHC was still a tribal health organization focused on serving their communities respectfully and completely, and that their healthcare would not be diminished by sharing services with all community members.

3fold worked closely with SEARHC’s leadership team, and the internal teams working in marketing, HR, community outreach, and administration, to build out a strategy that incorporated the external audience’s need for clarity and information, and the internal team’s needs for efficiency, communication, and, even, service recruitment.

We developed a multi-phased approach for this work using a full multimedia and multi-market approach for each stage of outreach. We started with general awareness about the SEARHC brand in communities, and then expanded to awareness of services and programs, community commitment and involvement, and public health and technology education and availability. The over-arching strategy was to reinforce for all communities the hospital system’s expansion as a full-service, technologically-advanced healthcare option for all residents and visitors throughout its Southeast Alaska service area.

Drawing from extensive research, personal site visits, and numerous internal stakeholder interviews, 3fold created a campaign that positioned SEARHC and its approach to healthcare as an integrated asset of each community it serves, and is committed to its customers’ wellness and their health. The “Healthy is here.” campaign was specifically designed to act as a foundation for future marketing efforts to spread awareness to all community members and reinforce this philosophy through design and messaging.

The campaign included magazine, newspaper, radio, and digital advertising targeted throughout SEARHC’s service area. Additionally, “Healthy is here.” cinema ads played before movies in local theaters; healthcare guides and handouts were designed to incorporate the messaging; internal wayfinding, posters, and wall decals touted the messages throughout hospital buildings and offices; and an employee, recruitment-focused digital campaign ensured healthcare services would remain top-notch beyond the transition.

As time went on, “Healthy is here.” became more than a campaign tagline about SEARHC’s high-quality healthcare services, advanced technology, or physical locations throughout Southeast Alaska. It became a fully embraced part of the SEARHC brand, standing as a welcome message for the organization, and communicating SEARHC’s accessibility and commitment to everyone in the communities across the vast Alaskan region it serves. “Healthy is here.” brought widespread community attention to SEARHC as a regional leader in healthcare and as a community asset (one of the biggest employers and community donors) to all of its regions.

SEARHC Recruitment Image
SEARHC Healthy is Here Image
SEARHC Healthy is Here Image
SEARHC Healthy is Here Image
SEARHC Healthy is Here Image
SEARHC Healthy is Here Image