Mercy Health is a Catholic healthcare ministry serving communities across Ohio and Kentucky. With 8 markets, 34,000+ employees, and 340+ care locations, it's one of the country's largest healthcare systems, delivering compassionate care that makes lives better — mind, body, and spirit.

THE CHALLENGE

Prior to this campaign, Mercy Health was known as Catholic Health Partners (CHP), a group of regional health systems that only loosely identified themselves with the CHP brand. So when CHP began the transition to unite the system completely under a new name — Mercy Health — they knew they needed a strong multichannel campaign to communicate the new brand to consumers while assuring them that the local care they depended on would not change.

LaineGabriel was already working with CHP to create internal leadership materials for the brand transition using the tagline “this is what we were meant to do” — a phrase that spoke to the purpose and passion of those leading the change. However, we soon realized the power of these words as a unifying proclamation of drive and determination for Mercy Health employees across the entire system — nearly 500 miles from Paducah, Kentucky to Youngstown, Ohio. 

Beginning with an emotionally-driven anthem whose words extended into targeted TV, print, outdoor, and social channels for each region, “this is what we were meant to do” expressed the essence of the Mercy Health mission and the core values at the root of the merger.

Alongside portraits of Mercy Health physicians from every market, the power and simplicity of this mantra was embraced by the system, spurring a spin-off internal campaign that lined the halls and breakrooms of Mercy Health facilities with collateral that reinforced its personal, driving message among employees.

Video storytelling took this compelling and honest look at care from the perspective of the people who live it every day even further, proving that “this is what we were meant to do” was much more than a statement — it was a movement, one that lives on with the brand to this day.

THE RESULT

The campaign united 34,000 employees across the system and reached an audience of thousands in the first seven months alone. 

The campaign's success story was also featured in the January 2017 issue of Healthcare Marketing Report. See the article here.