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.
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.
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.
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).