Saint Francis introduces its new name along with a new marketing campaign.

April 30, 2012

On Tuesday, May 1, Saint Francis Healthcare will officially introduce its new brand identity and expansion of services through a comprehensive multimedia marketing campaign that will run through the remainder of the year. The new brand identity includes a change in the healthcare organization’s name, logo and tagline, all supported by the organization’s newly coined and trademarked concept of Care-ology™. Formerly Saint Francis Hospital, the integrated healthcare system is now Saint Francis Healthcare, with the tagline “We specialize in you.™”

“Saint Francis Healthcare is built on an 80-year legacy as Saint Francis Hospital,” said Julie A. Hester, president and CEO. “But now we are more than just a hospital in downtown Wilmington. We have grown to become an integrated healthcare system with a single-minded focus on meeting patient needs in a compassionate, caring way. Our new brand identity has been designed to reflect this message.”

“Care-ology™ is at the heart of how we work,” continued Hester. “It represents the perfect blend of today’s advanced medical technology, practices and procedures with the skillful application of highly individualized people care. It now gives us a way to sum up in one word why we have long been recognized by the community and the industry for having dedicated, caring nurses, top-rated physicians and a committed staff.”

Hester said that the overarching goal of Saint Francis is to be the mainstay of healthcare services for Wilmington, New Castle County and for Delaware and that, through its expansion of services, the healthcare system now offers greater access to quality health services for the people of Delaware. Saint Francis is already known for its comprehensive array of women’s health services and remains the sole provider of comprehensive obstetrics in Wilmington. The healthcare system’s expansion now includes:

  • The first program of all-inclusive elderly care (LIFE) based out of a new facility on the Wilmington Riverfront by the end of the year
  • An expansion of Saint Francis Home Care through service and technology to bring round-the-clock care to the homebound
  • An expansion of the Family Practice, Women’s Health and Surgical networks
  • Renovations and an enhancement of service at the Franciscan Care Center, which provides long-term care
  • An expansion of the Saint Clare Van program, which meets the needs of the underserved in the community

Saint Francis Healthcare’s multimedia marketing campaign has been designed to introduce its new message to both its current patient population and beyond into the communities of north and northwest of Wilmington. The highly integrated campaign will feature traditional print, outdoor and radio advertising, along with digital advertising such as online banners, a redesigned website and social media marketing programs.

Jenifer Harris, director of marketing for Saint Francis Healthcare, explained that the new brand identity and marketing campaign arose as a result of an Image & Awareness Study that Saint Francis conducted through a third party in 2010. “The study revealed that the perception of Saint Francis was somewhat inconsistent with the range of services and locations we offer. At the same time, interviews with our employees and colleagues reinforced what we already knew: that we offer a unique type of care – compassionate care – that really sets us apart in our area,” said Harris. “What we needed was a market positioning that expressed the unique type of care we provide, along with a strategy that could deliver that message and raise awareness.”

“This is a very robust campaign, and we’ve designed it to be sure that we connect with the market quickly and gain awareness for all the great things happening here,” said Harris. “It’s a great time to be at Saint Francis.”


Saint Francis, a member of Catholic Health East and Delaware’s only Catholic Hospital, has been serving Wilmington and Northern New Castle County since 1924. Services provided include the Saint Francis Heart Center, 24-hour Emergency Services, Ambulance Service, Bariatric Surgery Center of Excellence, da Vinci Surgical System, Minimally Invasive Surgery Center, Advanced Wound Center, Imaging Services, Sleep/Neurodiagnostics Center, Pain Center, Home Care, Rehabilitation, Comprehensive Women’s Services and three community outreach programs. Saint Francis Hospital is affiliated with the Saint Francis Foundation and the Franciscan Care Center.