Healthcare is not our business. It's our mission. That's the Miracle of Mercy.

Mercy Medical Center in Canton, Ohio has been in a small market standoff for decades. Their competitor is a full fledged and growing health system with a multitude of regional assets and progressive architecture. We know that image matters so much when it comes to selection. Patients are looking for top docs and top tech. Mercy has a perceived strength in one and growing strength in the other. The Fearless Thinkers laid a groundwork by reinvigorating the equity from the founding sisters who are still active and beloved. We then moved forward to showcase the talent in a very warm but modern portrayal that creates a strong advanced tech impression.

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The Hospital founded by women approaches healthcare differently.

Our primary audience is the healthcare decision maker. She is a woman 25 to 60 and she makes decisions for herself, her children, her parents and her company.

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Using our TWIST Labs created persona we were able to focus campaigns and budgets where they mattered most.

A patient journey is a high stakes set of choices being made by healthcare consumers. TWIST focused on a strong patient influencer persona to drive patients down a more guided path by encouraging them to find a consistent primary care physician.

Understanding and communicating to patients the value of a Medical Home.

Women make the majority of healthcare decisions. For themselves (94%), their spouses, their parents, their children (59% of decisions made for family) and their companies (90% of VPs of HR are female).