Mercy Health is the 6th largest Catholic healthcare system, with more than 30,000 employees caring for lives across Missouri, Oklahoma, Arkansas and Kansas.
Like many large health systems, Mercy was a confederacy of 30-plus hospitals flung across a four-state region, each with its own name and regional marketing strategy. Mercy had the vision to know that as value-based care progressed, a fragmented branding approach would hinder long-term growth. After an outsourced VP of Marketing engagement for one of Mercy’s hospitals, Surge Health was retained to help facilitate Mercy’s digital transformation, which included more than 15 intranet sites, 20 external websites, lackluster social media and the launch of MyMercy, the system’s personal health record for patients.
During a 3-year engagement, Surge Health reorganized Mercy’s Digital Department, aligning it closely with teams in IT, Clinical Operations, Communications (PR) and Patient Experience. Surge then led the efforts to “activate” the new brand through key initiatives that included: External Websites, Online Marketing and Social Media, Internal Intranets and the Personal Health Record.
In addition to building a digitally savvy brand, Surge Health increased mobile traffic 368% in just one year, generated 1.2 million new searches for physicians online, and registered 170,000 new patients on MyMercy, the fastest adoption rate of any Epic partner at that time.