USE CASE:

To successfully merge and streamline the branding, marketing materials and internal tools of Mercy Health and Bon Secours Health into a unified system for Bon Secours Mercy Health (BSMH), ensuring consistent messaging, efficient processes and improved accessibility for internal teams. This effort will consolidate brand standards, create new templates and build a self-service marketing tool to support marketing managers across the organization.

Objectives

• Unified Vision: Bon Secours Mercy Health brings together two legacy brands to form a stronger, more cohesive entity.

• Review marketing materials from Mercy Health and Bon Secours Health to identify overlapping content and ensure all communications align under one clear, consistent and unified identity and content library for key topics (e.g., services, care options, community outreach).

• Develop 400+ customizable templates for printed marketing materials that align with the new brand standards. These templates will be flexible and modular, allowing easy adaptation for specific campaigns, services or locations, while ensuring consistency.

• Build a user-friendly, web-based self-service tool that enables marketing managers across the BSMH footprint to easily access and customize pre-designed templates for low-level projects. The tool will feature an intuitive interface, allowing users to select templates, customize content and export materials independently, without approval or involvement from the central marketing team.

• Consolidate materials and offer customizable templates to empower marketing teams across the organization to work faster and more independently while ensuring brand consistency.

Target Audience

• Internal Marketing Teams: Employees in marketing roles across Mercy Health and Bon Secours Health who will need to adopt the new brand standards and tools.

• Marketing Managers: Individuals in charge of executing lower-tiered projects who will use the self-service marketing tool to customize materials.

• External Stakeholders: Community members, patients, healthcare professionals and potential donors who will interact with BSMH’s marketing materials.