R/P Delivers "Brighter Days" with Rebranding Campaign for Mercy

After months of planning and hard work, R/P has launched a new campaign for Mercy Health Partners to create one unified brand identity based on the system's standards and spirit. Revealing this new master brand is our first step in educating consumers about the seven-hospital system’s new look, and moving forward, we’re excited to use this brand strategy as the core for upcoming Mercy campaigns.

The word is getting out – there’s been print and billboard advertisements and television and radio spots, plus BULLDOG REPORTER'S DAILY 'DOG recently covered the campaign announcement:

R/P Marketing Public Relations Delivers

“Brighter Days” with Rebranding Campaign for Mercy

Healthcare marketing and PR agency launches

new brand identity for multi-hospital system client

R/P Marketing Public Relations recently launched a new campaign for Mercy Health Partners, creating one unified brand identity based on the system’s standard of excellence and compassionate spirit. Mercy operates seven hospitals throughout Northwest Ohio and Southeast Michigan.

As part of the campaign, titled One Standard. One Spirit. One Name., R/P worked with Mercy to create a master brand strategy transferring brand equity from individual hospitals and service lines to an overall system brand, bringing all operations under one name. All marketing now leads with the Mercy master brand, such as St. Vincent Mercy Medical Center is now Mercy St. Vincent.

To support this identity transition, R/P developed a new logo and Brighter Days theme song. R/P also created print and billboard advertisements, as well as television and radio spots.

“This major shift in brand strategy is a huge undertaking for the system,” says Holly Goldstein, who leads the Mercy account for R/P as executive vice president of client services. “Months of strategic planning were involved, including internal operational changes to ensure that patient experience was standardized throughout the system. Although the campaign and its tactics are simple, we invested a great deal of time and effort to make sure our message was just right. Mercy executives did their part to ensure the promise for quality care is met throughout all operations.”

The message Mercy is delivering with its new master brand is familiarity, where patients can find the same level of comfort and high-quality care no matter which hospital they may be at in the Mercy system. Hospitals include Mercy St. Vincent, Mercy St. Anne, Mercy St. Charles, Mercy Children’s and the rural facilities of Mercy Tiffin, Mercy Willard and Mercy Hospital of Defiance.

“Our goal is for this one name to represent one standard of excellence and one compassionate spirit,” Goldstein adds. “In particular, our Brighter Days theme song is resonating wonderfully both internally and with the community for identifying the new Mercy brand. It’s a powerful and emotional tool to help Mercy stand out, a tactic that is not currently being used for healthcare in this market.”

This campaign is the first step in educating consumers about Mercy’s new look. Moving forward, R/P and Mercy will continue working together to build the business under this master brand, using it as the core for upcoming campaigns to promote various service lines.

Healthcare marketing and public relations is one of R/P’s areas of specialization, having provided counsel and creative services to more than 30 healthcare clients. The agency works with and has worked for nationally recognized health systems, major tertiary care medical centers, medical schools, long-term care facilities, rehabilitation centers, health plans, physician networks and national healthcare suppliers.