Parkview Health celebrates co-workers by launching brand campaign during National Hospital Week

New campaign honors the "human view" co-workers bring to healthcare

FORT WAYNE, Ind. - May 11, 2026 - At a time when healthcare may feel increasingly complex and impersonal, Parkview Health is launching a new campaign that spotlights the special moments its co-workers add to the care experience: the small, human interactions that shape how people feel during some of life's most difficult times.

Debuting during National Hospital Week (May 10-16), the "All the Small Things" campaign highlights Parkview's "human view" - the everyday actions of nurses, physicians and care teams that leave a lasting impression on patients and families.

The effort speaks to a broader reality in healthcare today: patients feel that a sense of humanity is important in healthcare, and they desire more human connections that help them feel truly cared for, not just treated clinically.

"Healthcare today can feel overwhelming," said Dr. Ray Dusman, president of physician and clinical enterprise, Parkview Health. "What we hear from patients is that the moments they remember most aren't always clinical. They're the times someone listened closely, explained something clearly, or noticed what they needed without being asked. That kind of care happens when teams feel supported and empowered to focus on the person in front of them."

"Consumer research shows that after insurance coverage, what matters most to patients is personalized care, clear communication and compassionate staff," said Sangeetha Ragavan, vice president of marketing, Parkview Health. "This isn't a campaign built on a creative hunch. It's grounded in what we consistently hear from patients: that it's not just clinical care, but how they're made to feel-seen and respected. That's what they remember from their time with Parkview. This work simply brings that to life."

That focus has also earned recent independent recognition: Parkview Health received NRC Health's 2025 Excellence in Experience Management Award, recognizing deep commitment to patient feedback and experience improvement.

While health systems most often emphasize technological advancements, Parkview's campaign brings a deliberate focus on care beyond the clinical-the human details patients say matters most in their experience.

The campaign draws on real experiences from Parkview co-workers and patients. Through a series of video and digital stories, it captures moments that might otherwise go unnoticed: a nurse recognizing anxiety before a procedure, a tray passer personalizing a meal, or a simple gesture that brings comfort during a stressful day.

Those interactions reinforce a long-standing priority within Parkview on supporting co-workers so they can deliver thoughtful, personalized care. Through ongoing listening tours and internal surveys, that approach has helped Parkview maintain over 90% retention, outperforming national healthcare averages and reinforcing a strong, stable care environment for patients.

"We take seriously our responsibility to care for the whole person," said Chief Administrative Officer Dena Jacquay. "That starts with how we support our co-workers every day-listening to them, giving them the time, tools and environment they need to do their best work. When people feel valued and supported, they're better able to slow down, listen closely and respond to what patients need in the moment. That carries through to how patients experience care and whether they feel understood, respected and confident in what comes next. And that kind of experience is shaped by every co-worker they encounter."

As part of the campaign, Parkview is inviting patients and their families to share their own stories about small moments that made a meaningful difference in their Parkview care experience. Submissions will help celebrate the work of care teams across the system, with select stories featured throughout the year.

To learn more or share a story, visit parkview.com/ahumanview.

MEDIA ASSETS
For examples of campaign artwork, video stills are available for download here.

About Parkview Health
Parkview Health is a nonprofit, community-focused health system serving Indiana and northwest Ohio with a mission to improve health and inspire well-being. Parkview Health includes 15 hospitals and an extensive network of primary and specialty care physicians.

Parkview demonstrates leadership in addressing healthcare affordability, delivering more than $1.1 billion in hospital rate reductions through 2025 and securing a long-term agreement with Anthem that extends reduced rates through 2029-ensuring rates to be lower in 2029 than they were in 2019.

In 2025, Parkview introduced Signature Care EPO+, a direct-to-employer health plan that can save employers up to 25% compared to commercial insurance. In the state's first review of employer-direct arrangements, Parkview's rates fell well below required benchmarks-reinforcing Parkview's focus on high-quality, lower-cost care.

Parkview consistently earns multiple "A" Hospital Safety Grades from The Leapfrog Group, is ranked among Indiana's Best Hospitals by U.S. News & World Report and was the only health system to receive NRC Health's Excellence in Experience Management award in 2025. The system has been recognized among America's Best-In-State Employers by Forbes and was selected No. 5 overall on the list of Top 100 Most Loved Workplaces.