Catholic Hospital Carves Out Identity with Bold Sisterly Charm

In one year, St. Joseph Healthcare System, has shaken the Albuquerque, N.M., market up with "Sister Rosalie," its outspoken brand-building icon. Ironically, the 95-year-old Catholic provider was deemed "a silent giant that is completely unpositioned" by market research last year. In the last three years, the hospital spent no money on mass media advertising.