A unified path.

When Franciscan Alliance (formerly Sisters of St. Francis Health Services) was ready to rebrand its 14-hospital, 18,000-employee health care system as one unified organization, Borshoff developed a new brand and executed an integrated marketing campaign to build awareness of the system in all four Midwest regions it serves.

The next phase for Franciscan Alliance was to rebrand its physician network, unifying its many physician groups across the Midwest under one name: Franciscan Physician Network.

Shortly after the campaign launch, Franciscan Alliance was designated a Pioneer Accountable Care Organization (ACO) Model by the Centers for Medicare and Medicaid Services, which was an important objective of the rebranding initiative.