6-Million Patients. 30,000 Employees. One Promise. 

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THE PLAN: Mercy Health, formerly Catholic Health Partners, partnered with LaineGabriel to bring 30,000 employees together under a single name, anthem, and a shared promise. With this shared promise and internal alignment, launch an integrated new brand across nine markets throughout Ohio and Kentucky.

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THE GOAL: Create a culture driven by purpose and unity. Transform a fragmented workforce into a culture built around a brand that fosters a singular goal. Develop meaningful experiences that shape employees' attitudes and deepen their connection to the ministry and to one another. Celebrate the newfound harmony and improved service, with 6 million patients served across two states.

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“We are cutting edge, and we will continue to push the envelope in our ability to move with nimbleness and accomplish things that are unique — not just unique for health care.” – John Starcher, President & CEO.

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THE PLAYBOOK: LaineGabriel started by defining the core Purpose that makes up the Mercy Health workforce before, during, and after the transformation. We developed an Anthem that became the backbone of the integrated Employee Brand, built on a platform grounded in Mercy Health’s Mission, Vision, and Core values. Using a well-choreographed approach that emotionally resonated with employees, LaineGabriel deepened the connection between them, their patients, and the community. Through 25 videos, nine regional broadcast commercials, and hundreds of photos, we showcased the employees who exemplified the new anthem and system promise.

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THE RESULTS: What began as an internal campaign quickly became a belief system that still resonates throughout the organization today. Over 24 months, employee engagement climbed 41 percent across key areas of the system. Retention and recruiting improved, physician referrals grew, and the culture transformed from merger-mode into momentum.