Saint Alphonsus Health System

The campaign itself was a strategic pivot of real consequence. Following the pandemic-era platform "Our Calling is You," Saint Alphonsus needed to signal a new chapter, one defined not by softness, but by strength. With over 100 assets deployed across broadcast, digital, OOH, and social over five months, "Bring It" was built to close the reputation gap between Saint Alphonsus and its primary regional competitor, and to remind the Treasure Valley exactly what kind of healthcare system was in their corner.

As Account Manager for Saint Alphonsus Health System's "Bring It" brand relaunch, I played an integral role in shepherding one of the most ambitious healthcare campaigns in the Treasure Valley market from concept through execution. My responsibilities spanned campaign strategy, production support, timeline ownership, cross-functional coordination and more. Ensuring that every asset, across every channel, arrived on time, on brand, and ready to make an impact.

Goals & Objectives

To close the reputation gap between Saint Alphonsus and its primary competitor by shifting the brand's identity from reactive empathy to proactive strength. Signaling to patients and the region that Saint Alphonsus doesn't just show up, it fights.

Our KPIs targeted broad market awareness, high-intent digital engagement, and measurable proof that a bolder creative platform could outperform category benchmarks.

With a final deliverable count exceeding 100 assets, including a :60 Anthem spot, five :30 service line videos, and five :15 digital cutdowns, I provided hands-on production support to ensure every asset crossed the finish line on time and on brand.

My Responsibilities

Production Support & Asset Management

Data Driven Creative

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Client & Media Partner Coordination

As a key liaison between the agency, client, and media partners, I managed final asset dispatch and ensured every placement, broadcast, digital, OOH, and social, received the right materials at the right time.

Campaign at a Glance

Following the pandemic-era platform "Our Calling is You," Saint Alphonsus faced a defining moment. The softness of the prior platform no longer reflected the clinical grit and depth of expertise that defines the organization, and with a primary competitor steadily gaining ground in the Treasure Valley, the stakes were clear. Patients and residents don't just want a doctor. They want a fighter. The brand needed to say that out loud.

The answer was "Bring It."

A platform rooted in a two-stage research methodology of Secondary Market Research and in-depth interviews (IDIs), built on human truth rather than assumption. More than a tagline, "Bring It" functioned as both an invitation and a promise: bring us your most complex cases, your toughest moments, your hardest diagnoses. We're ready. The platform unified internal physician partners and external consumers under a single, energizing voice, while honoring the organization's mission-driven identity. With creative pillars built for scale. Ownable, emotionally compelling, and dynamic enough to stretch from social cutdowns to full OOH market takeovers; the campaign was designed to dominate.

And the early numbers proved it. The Anthem launch phase, covering mid-September through October 2025, delivered immediate and measurable market penetration. Over 7.5 million total impressions established Saint Alphonsus as a bold, unavoidable presence in the region. Paid social reached nearly 1.2 million impressions, with an average social CTR of 1.63% — more than doubling the healthcare industry average of 0.8–1.0%. The top-performing asset, the :60 Anthem spot, achieved a peak CTR of 2.8%, and the campaign generated over 20,000 total link clicks, signaling that the Treasure Valley wasn't just seeing "Bring It" — they were responding to it.

CREATIVE WORK

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CREATIVE WORK -

Bring It.

A ground-up brand relaunch built on human truth. Designed to close a competitive gap, energize a culture, and prove that bold creative and meaningful results aren't mutually exclusive in healthcare marketing.

Digital Out of Home Example

The Platform in Practice

Launched in the fall of 2025, "Bring It" was more than a campaign, it was a cultural declaration. Rooted in the legacy of the Sisters of the Holy Cross, who established Saint Alphonsus as Boise's very first hospital in 1894, the platform staked a modern claim on a timeless truth: that Saint Alphonsus shows up, and brings its best.

Print Example

For patients: a promise of fearless, expert care.

For colleagues: a culture of pride and determination.

For the community: a commitment to showing up fully. Physically, mentally, and spiritually.

And for competitors, a challenge: step up.

Because Saint Alphonsus does.

Out of Home Example

Every asset, across every channel, was built to carry that energy. From local broadcast and streaming TV, to radio, print, direct mail, and digital display, to billboards, airport backlit displays, city bus wraps, movie theaters, and community events.

The "Bring It" identity was designed to be inescapable, meeting patients, recruits, partners, and the broader community wherever they were.

“Bring It” home

No brand platform is truly built from the outside in, and "Bring It" was never just a consumer campaign.

Running in tandem with the market-facing launch, a dedicated internal video was produced to speak directly to the people who make Saint Alphonsus what it is: the nurses, physicians, technicians, and support staff who show up every single day and deliver on the promise. The video served as an organizational rallying cry acknowledging the late nights, the split-second decisions, and the quiet, profound moments that define healthcare from the inside.

Where the consumer campaign spoke to the market with confidence and boldness, the internal piece spoke to the team with honesty and reverence, reminding every colleague that they aren't just part of the mission; they are the mission.

In a post-pandemic healthcare landscape where staff morale and retention are as strategically critical as any media buy, this internal component wasn't a footnote to the campaign. It was the foundation of it.

The Results:

A Market That Answered Back

From September 15, 2025 through April 8, 2026, "Bring It" didn't just reach the Treasure Valley. It moved it. Across paid and organic channels, the numbers tell the story of a platform that resonated deeply and performed well above category norms. On paid social, the campaign generated over 6.2 million impressions with a click-through rate of 1.84%, more than double the healthcare industry benchmark of 0.83%, a margin that signals the creative wasn't just visible, it was compelling enough to act on. The campaign also earned 886 shares and 278 comments, a meaningful indicator that audiences weren't passive; they were engaged, invested, and spreading the message organically.

The organic social story is equally striking. Over the same period, Saint Alphonsus saw 43.5 million organic impressions — up 96.3% year-over-year — alongside 719,660 engagements (up 65.2%) and 461,000 post link clicks (up 87.9%). In healthcare marketing, organic growth at this scale is rare and hard-won. It doesn't happen from media spend alone; it happens when a brand platform genuinely connects with the people inside and outside an organization. The top-performing posts underscore a core truth: the internal cultural alignment drove external momentum. When your own people believe in the brand, audiences feel it.

On YouTube, the campaign was delivered more than 12 million times, achieving a view-through rate of 27.61% — sitting comfortably within the strong end of the 15–30% industry benchmark range. In a media environment where skip rates are high and attention is scarce, holding an audience through a healthcare video at that volume is a genuine creative achievement. Perhaps most importantly, the campaign drove a 10.8% year-over-year increase in leads — appointments scheduled and requested — closing the loop between brand awareness and business impact. In healthcare marketing, that is the number that matters most: when brand belief converts to patient action, the campaign has done its job.

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