Achieving National Brand Recognition: A Realistic Goal for Rural Health Systems

National recognition isn’t just for large, urban health systems anymore—rural health organizations are increasingly poised to make their mark. With the right strategies, rural health systems can gain national prominence, leveraging public relations, media savvy and empowered experts to showcase their unique strengths and contributions to healthcare.

“Wherever you’re located, there are ways to elevate your brand to the national stage,” says Karen Brodbeck, the vice president of brand management for OSF HealthCare, in Peoria, Ill.

Brodbeck shared insights into OSF HealthCare’s journey from regional renown to an emerging national presence at the SHSMD Connections Conference in 2023.

The Road to Recognition

Founded in 1877, OSF HealthCare has a long-standing commitment to serving underserved communities, which has become the bedrock of its brand. Its mission to “serve with the greatest care and love” is augmented by a vision for healthcare transformation, population health and value-based care. These initiatives resonate not only with local communities, but also with broader national priorities.

“A shared vision, especially in digital and transformational health, is essential to building strong support,” Brodbeck explains. "Reimagined healthcare delivery is a central pillar of our work."

To propel national brand awareness, OSF HealthCare’s marketing and communications team established key objectives: identifying the organization’s national goals, defining target audiences, prioritizing core areas, and setting benchmarks that were ambitious yet attainable.

“Our target is to advance OSF as a national leader in healthcare transformation,” says Brodbeck, “focusing on influencers and thought leaders to amplify awareness of our innovative solutions.”

OSF HealthCare's national objectives align with trends in healthcare innovation and digital health, areas where the organization has made significant strides.

Strategies for Elevating a Rural Brand

Achieving national recognition from a rural base is challenging but not impossible. OSF HealthCare’s approach combines strategic partnerships, media engagement and a rigorous awards strategy to emphasize the organization’s industry leadership. Brodbeck highlights OSF's outreach initiatives:

“We are working to enhance our podcast, expand our speaking engagements, train digital brand ambassadors, and foster relationships with both regional and national media.”

Each of these strategies offers a targeted approach to increase visibility and credibility in the healthcare sector. On one hand, podcasts provide a platform for thought leadership, allowing OSF HealthCare leaders to share insights into healthcare transformation. Digital brand ambassadors, on the other hand, serve as trusted voices within the organization, amplifying key messages and reinforcing brand identity across digital platforms.

Cross-Disciplinary Collaboration as a Core Strength

Collaboration has been essential to OSF HealthCare’s branding success, helping to bridge gaps between its various departments and with external partners. Working alongside subject matter experts, OSF’s marketing and communications teams have successfully reached influential leaders in government, business and healthcare, while also bolstering internal cohesion. This cross-disciplinary approach is foundational to building credibility, especially when rural health systems often face the perception of having fewer resources or more limited expertise than their urban counterparts.

“Collaborating across disciplines strengthens our outreach efforts and allows us to communicate a unified message,” Brodbeck says, emphasizing the value of cooperation for gaining traction and trust on a national scale.

Navigating Challenges Unique to Rural Health Systems

Rural healthcare systems face unique obstacles, including geographic limitations, access to perhaps fewer resources and a smaller pool of providers. However, these challenges can also serve as opportunities for differentiation. Rural systems often cultivate strong community connections, which can translate into compelling brand stories.

By emphasizing their role in community health and population management, rural health organizations can showcase the value they bring to healthcare on a larger stage.

“Our story is universal,” Brodbeck notes. “Serving with the greatest care and love should really be the goal everywhere. Elevating our national presence has also boosted workforce morale, as our Mission Partners feel connected to our mission and Ministry achievements.”

Addressing Healthcare Challenges Through Innovation

Part of the national narrative that OSF HealthCare seeks to share is its commitment to finding solutions to the pressing challenges in today’s healthcare landscape. Rural health systems, in particular, are on the front lines of addressing critical issues such as provider shortages, healthcare disparities, and the integration of digital health tools in regions that may lack infrastructure.

OSF has been proactive in these areas, embracing innovative practices that enhance patient outcomes and build long-term resilience. Initiatives in telemedicine and digital health, for example, have expanded access to care, particularly for patients in remote areas where transportation to healthcare facilities can be a significant barrier.

Empowering Leaders and Telling Compelling Stories

Brodbeck advises rural marketing teams to focus on empowering leaders and setting realistic, feasible targets for brand awareness.

Storytelling particularly is a powerful tool for building a memorable brand and connecting with broader audiences. OSF HealthCare’s success demonstrates that compelling storytelling doesn’t require a vast budget or the resources of a major metropolitan hospital. The key lies in crafting stories that resonate with both the public and the healthcare community.

Leadership empowerment is also critical to this approach. By training leaders to be effective brand ambassadors, OSF HealthCare has created a network of voices that represent its values and vision. This sense of purpose and alignment permeates the organization, from its executives to its front-line staff, who feel a deeper connection to the brand’s mission and goals.

Recognition as a Path to Competitive Advantage

OSF HealthCare’s recent accomplishments underscore its momentum toward national recognition. Being consistently recognized among the “Top 150 Places to Work” by Becker’s Hospital Review, listed as one of “America’s Most Innovative Companies” by Fortune, and recognized as a top employer by Forbes are milestones that not only raise the organization’s profile but also enhance its competitive advantage.

Such achievements resonate not only with potential patients but also with prospective employees and collaborators who are increasingly interested in working with organizations that are respected industry- wide.

Building Morale, Enhancing Retention Through National Recognition

The pursuit of national brand recognition has had an energizing effect on OSF HealthCare’s workforce. Staff members, known as “Mission Partners,” often experience greater morale and engagement, knowing that their work contributes to an organization recognized on a national level.

This morale boost, in turn, has practical implications for retention. Rural health systems often struggle to attract and retain top talent due to limited resources, but national recognition can serve as a differentiator, helping OSF attract skilled healthcare professionals who value both the mission and the opportunity to contribute to a recognized industry leader.

The Future of Rural Healthcare on the National Stage

Looking ahead, rural health systems like OSF HealthCare are poised to play an increasingly prominent role in shaping the future of healthcare.

By innovating patient care, advancing digital health solutions and building strategic partnerships, rural organizations can lead the way in addressing some of the nation’s most significant healthcare challenges.  
OSF HealthCare’s journey serves as a testament to what is possible, proving that national brand recognition is achievable, even from a rural stronghold.

“Organizations of all sizes and locations have stories worth sharing,” Brodbeck concludes. “Our journey proves that national brand recognition is within reach, no matter where you’re based.”