Building Faith in a Nonprofit Health System

Bon Secours

Bon Secours is a not-for-profit Catholic health system with 19 acute-care hospitals in six states. Access worked primarily with the eight hospitals and hundreds of affiliated medical providers in Virginia to provide branding, advertising, digital services, public relations, and communications support.


Access was introduced to Bon Secours Health System when new leadership identified concerns over consumer engagement in the face of a fiercely competitive marketplace crowded with aggressive and well-positioned competitors.

Our challenge was to help Bon Secours discover the essential truths to its unique brand voice, and then to bring that voice to life in a way that reflected the consumers’ wants and needs for healthcare. After partnering with Bon Secours’ internal marketing department, Access applied our Panoptic Branding process, combining experienced and insightful marketing consultation with fact-based, research-driven discovery by a senior research director with a sociological methodology.