Tell us a bit about your organization and what your specialty is in the film and video space.
Maricich Health is an independent brand development and integrated marketing agency with deep, specialized expertise in the healthcare space. Our film and video work is rooted in telling emotionally resonant, culturally responsive stories that authentically connect with diverse patient and provider audiences—from underserved populations to those facing systemic barriers to care. We translate complex healthcare topics into compelling visual narratives that inform, inspire, and drive meaningful action.
With decades of experience collaborating with health plans, hospitals, public health systems, government agencies, and mission-driven healthcare organizations, we bring a human-centered perspective to every production—whether it’s a TV spot, testimonial-driven campaign, or animated explainer. Our creative approach is grounded in research, led by strategy, and designed to engage across platforms, languages, and cultures—with stories that reflect real experiences and elevate the power of health.
What is your organization’s ethos and how does it set you apart from industry competitors?
At Maricich Health, our ethos is rooted in authentic, inclusive storytelling that reflects the lived experiences of diverse communities. We specialize in multicultural healthcare marketing that not only resonates across cultures and languages but also breaks down barriers to access and understanding. What sets us apart is our unwavering belief that healthcare communication is a responsibility—not just a service. We partner with organizations to create meaningful, measurable impact for the people who need it most. At the end of the day, we get up in the morning to help our clients grow, so they can help more of the patients and members they serve in the process.
How can people join or learn more about what you do?
Visit our website: www.maricich.com
Tell us about your Telly Award winning piece. What’s the story behind it?
We were proud to learn that our Redlands Community Hospital (RCH) “A New Generation of Caring” Brand Anthem Video received a Gold Telly Award in the 2025 competition. The recognition reflects the impact of authentic storytelling in healthcare and supports RCH’s ongoing efforts to revitalize its brand and reconnect with its evolving community.
For over 90 years, RCH has served as a pillar of healthcare in the San Bernardino, CA region. However, following the COVID-19 pandemic, the hospital experienced a decline in brand momentum, both internally among staff and externally within the community. A key contributing factor was the absence of a clear, cohesive brand message that could inspire employees, reinforce organizational pride and reestablish trust among local residents.
Internally, RCH had faced growing challenges related to employee morale and retention. Staff engagement had waned, partly due to a lack of connection to the hospital’s evolving identity and mission. Externally, the community’s perception of RCH had been impacted by limited brand visibility and weakened communication, reducing its standing as a trusted healthcare provider. This was particularly evident among Redlands’ increasingly diverse community members and RCH’s multicultural staff, whose voices and experiences had not yet been fully reflected in the hospital’s brand narrative.
The central challenge was to rediscover and articulate RCH’s core of “why” existing employees, and the community, should be excited about the RCH brand. By identifying and activating a unifying message, RCH aimed to reignite pride among employees and lay the groundwork for an internal brand campaign that would resonate across all levels of the organization. This included long-standing staff and new team members. Equally important was the opportunity to reflect and celebrate the hospital’s diverse workforce and community—ensuring that the campaign would feel personal, relatable, and inclusive.
This internal alignment would then serve as the foundation for future external communications, positioning RCH as not just a hospital, but a vital, trusted presence in the lives of those it serves. Building internal enthusiasm and external credibility became the dual focus of the campaign strategy.
A preliminary competitive analysis revealed that Redlands Community Hospital’s brand positioning was largely undefined and skewed more toward a corporate identity than one rooted in community-focused care. The goal was to reposition RCH as “stewards of forward-thinking healthcare with the freedom to put patients first, in a supportive, collaborative, and community-driven environment.”
Building on RCH’s existing tagline, “Caring for Generations,” the campaign aimed to reinvigorate internal pride among long-tenured employees, engage newer staff, improve provider retention and rebuild external brand trust. The creative strategy honored RCH’s deep community roots while introducing a fresh, forward-facing identity. The resulting campaign theme, “A New Generation of Caring,” offered flexibility to address specific service areas such as teamwork, innovation, nursing and stroke care.
A central creative execution was the development of an anthemic brand video, featuring real RCH staff, patient interactions, and advanced medical facilities. This emotionally compelling piece served as the cornerstone of the campaign, bringing the brand to life through authentic storytelling.
The video intentionally highlighted the diversity of the Redlands community and RCH’s multicultural staff, capturing a wide spectrum of ages, ethnicities and roles. By showcasing authentic, inclusive moments—from care encounters to team collaboration across backgrounds—the video conveyed the hospital’s deep connection to the people it serves.
In the end, “A New Generation of Caring” helped RCH reconnect with its evolving community, elevate its workforce and reestablish itself as a vibrant, trusted healthcare provider for everyone in the San Bernardino region.
What are you most proud of about this piece? What was your biggest challenge during production and how did you solve it?
We’re most proud of how authentically the video captures the spirit of Redlands Community Hospital—its people, its purpose, and deep connection to the community it serves. Featuring real staff and patients, the piece reflects a wide range of voices and backgrounds, helping convey both the legacy and evolving future of the hospital.
The biggest challenge was working within a very tight timeline and lean production budget. From kickoff to final delivery, the schedule required careful coordination and trust on all sides. Thankfully, our RCH partners were incredible collaborators. They took on much of the on-the-ground coordination—identifying and securing excellent staff and patient participants, working around clinical schedules and clearing internal approvals quickly.
Their support also made it possible to capture unique aerial footage of the hospital. The RCH team helped us navigate permitting, coordinate with security and ensure we had safe access for drone filming—something that elevated the production value without adding cost. Just as importantly, they worked closely with clinical and administrative teams to grant us access to sensitive areas of the hospital, including imaging, the NICU, and other patient care environments. Their coordination helped us capture real moments of care while maintaining safety, privacy and respect for the clinical setting—further grounding the story in authenticity. This level of partnership helped us stay focused on storytelling, move fast and deliver something the entire hospital and community could feel proud of.
Can you share a behind the scenes story or fun fact about the making of your piece?
Several team members were featured in the final spot, filling in as physical therapy and imaging patients and operating room (OR) techs. The team all had a blast getting to not only capture footage inside an OR but be medical extras in the process!
