Built by, and for the community in 1952, Kennewick General Hospital (KGH) has served the Tri-Cities community for more than 60 years. But it was time to do more, and rise to the challenge of a growing population with diverse healthcare needs.
With a continued focus on care and a new hospital on the way, KGH unveiled a new name to represent the integrated health system they’d become: Trios Health. To publicly announce this evolution, Phinney Bischoff was brought in to develop an integrated advertising campaign including TV, radio, print, transit and digital strategies.
We positioned the Trios Health name change as a new, more integrated continuum of healthcare with roots in the Tri‑Cities. The campaign features local residents combined with beautiful still imagery to capture the spirit of hometown pride. This creative approach also serves as a foundation for extensions across collateral highlighting specific services.
Trios Health launched publicly in 2013 and was well received by health system employees and providers as well as by the greater Tri-Cities community. Post-launch research indicated a strong positive shift for awareness and familiarity. The launch campaign also garnered three Gold Quill Merit Awards from the International Association of Business Communicators in the areas of Change Communication, Brand Communication, and Multi-Audience Programs.Services Rendered Related Industries