Mortar and Carondelet Health Network launch “Be well”

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Mortar has launched “Be well,” a new marketing campaign for Carondelet Health Network in Southern Arizona. “Be well” emphasizes Carondelet’s commitment to personalized, highly compassionate care, and it celebrates the work of the Network’s nearly 5,000 associates and 1,200 physician partners.

Cardondelet Health Network, Be well campaign

“Healthcare can feel so fragmented and impersonal. It’s important to remind people that there’s still a place that values the whole person—in mind, body, and spirit,” said Katie Wright, Director of Brand Strategy at Mortar.

Mortar has launched “Be well,” a new marketing campaign for Carondelet Health Network in Southern Arizona. “Be well” emphasizes Carondelet’s commitment to personalized, highly compassionate care, and it celebrates the work of the Network’s nearly 5,000 associates and 1,200 physician partners.

Messages encouraging Southern Arizona to “Be well” are appearing at a wide range of surprising locations like grocery stores, gas pumps, on the outside of the Network’s hospitals, and in the local shopping malls--as well as more traditional channels like TV and Outdoor. And the messages are unique, too: Carondelet suggests that the community to “Make random acts of kindness less random,” “Don’t listen to anyone who tells you to act your age,” and “Whatever you’re politics, be liberal with the sunscreen,” among other healthy lifestyle reminders.

Jim Beckmann, Carondelet’s President and CEO comments: “Carondelet has been serving the healthcare needs of this community for more than 132 years. Our devotion to our patients and their families transcends the care we provide in our hospitals and medical offices. ‘Be well’ is about stepping beyond any traditional role we play as a healthcare provider and inspiring people to make Southern Arizona a healthy and vibrant place to live.”

“Healthcare can feel so fragmented and impersonal. It’s important to remind people that there’s still a place that values the whole person—in mind, body, and spirit,” said Katie Wright, Director of Brand Strategy at Mortar. “Carondelet has cared for Southern Arizona for more than a century. It really is the heart of the community. So a message blending compassion and wellness makes perfect sense.”

“Be well” developed out of Mortar’s extensive “360” brand development process—which included interviews with the Carondelet community, in-depth market research and competitive analysis.

“This campaign started with understanding what patients really want from their healthcare provider,” comments Tim Spry, Mortar’s Creative Director. “This campaign is all about being good to ourselves and looking out for each other. With rising healthcare costs, falling reimbursements and more uninsured patients, mission-based, values-driven healthcare is more important than ever,” he continued.

The campaign is scheduled to run through 2013.

About Mortar
Mortar specializes in developing sustainable and cost-effective brand development programs. For more information, visit http://www.mortaragency.com.

About Carondelet Health Network
Located in Tucson, Arizona, Carondelet Health Network is a Catholic, not-for-profit healthcare system dedicated to responding to the health, prevention, education, and wellness needs of Southern Arizonans. Carondelet was founded by the Sisters of St. Joseph of Carondelet in 1880. Carondelet’s Tucson facilities include St. Mary's Hospital, St. Joseph's Hospital, Carondelet Heart & Vascular Institute, and Carondelet Neurological Institute at St. Joseph’s Hospital and Carondelet Holy Cross Hospital in Nogales, Arizona. Carondelet’s family of services also include nearly two dozen primary and specialty care offices, an ambulatory surgery center, several imaging centers, Hospice and Palliative Care, and a variety of other outpatient services. Carondelet Health Network is a ministry of Ascension Health, the nation's largest Catholic, not-for-profit healthcare system. In Fiscal Year 2012, Carondelet provided more than $52 million in Community Benefit to improve the health of our community and increase access to healthcare across Southern Arizona. More information about Carondelet Health Network is available at http://www.carondelet.org.

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Allyson Stinchfield
Mortar
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