Matchstic | Bon Secours Mercy Health | Good works start with great…

Year:: 2025
Industry:: Nonprofit

(Services)

Introduction

The strongest spirit in health care

Marketing healthcare is one thing. Marketing healthcare careers — especially to people who know the system inside and out? That’s an entirely different animal. In an industry where talent is scarce and competition is high, distinction is everything. Our goal was to discover what’s special about a career at Bon Secours Mercy Health (BSMH)… then spread the good word.

Strategy Findings

BSMH is a Catholic not-for-profit health system with roots stretching back to the early 1900s. Powered by a strong ministry and a compelling mission, their impact is undeniable. But to create a compelling talent story, we needed to help current and future associates understand the impact they could make. Our research uncovered a series of what most would describe as tensions. Institutional excellence and personal compassion. Religious foundation and inclusive culture. Groundbreaking innovation and everyday care. We quickly learned those points of distinction weren’t in tension at all. They’re actually a superpower.

Associate Value Proposition

Bring your best. Share your heart. Be fulfilled. The BSMH Associate Value Proposition (AVP) is both a promise and a challenge to current and future associates, outlining a set of shared expectations for employees and employer alike. Written as a market-facing tagline, it’s also an internal framework intended to guide the associate experience. Each element of the AVP is supported by a series of promises aligned to BSMH’s unique strengths, setting the stage for a multi-faceted employer brand designed for every part of the associate experience.

Employer Brand Visual Identity

The beating heart of the employer brand identity is its stained glass system. Inspired by the brand’s Catholic roots and tailored to represent the unification of BSMH’s diverse associate community, the integrated approach combines color, shape, and photography to symbolize a whole greater than the sum of its parts. The icons draw on the same source of inspiration, while the employer brand color palette builds upon the strong parent brand identity to maintain a strong connection between the two. Thoughtful and candid photography rounds out the identity, working within and independent of the stained glass motif to celebrate the associates that set the brand apart.

Employer Brand Verbal Identity

The verbal identity is spun from the same DNA. Developed as an extension of their consumer brand's promise to "Make health care easier," it’s warm and inviting with a strong undercurrent of challenge, reflecting the team’s pursuit of a shared mission. While most of the language speaks to individual opportunity, the system as a whole ladders up to a bigger story, painting a picture of the culture — and expectations — associates across the country have built over the years. Best of all, it honors their Catholic heritage and Ministry efforts without creating a sense of exclusivity, borrowing from scripture and familiar expressions of faith to create an inclusive sense of warmth, compassion, and belief in a better future.

Across the board, the new Bon Secours Mercy Health AVP and employer brand work together to deliver a consistent message — here, together, good will be done.

“Matchstic did an exceptional job partnering with us to launch our employer brand. It’s been incredibly well received, and there’s lots of excitement around the brand that deeply reflects our value proposition. There’s no other agency I’ve partnered with that delivers superior results of this caliber time after time.”

— Sandra D. Mackey, Chief Marketing Officer, Bon Secours Mercy Health

careers.bsmhealth.org

Thanks:

Erin Lickliter, Brian Lynch, and the rest of the team at Bon Secours Mercy Health for their joy and enthusiasm during the project and beyond.

Credits:

Creative Direction by Meghan Murray
Design Direction by Reid Parsekian
Brand Strategy by Mitchell Ditto
Designed by Reid Parsekian, Christian Tompkins, Sara Pepper
Verbal Identity by Cam Leberecht
Open Sans Adjustments by Stephen Nixon, Sean O'Connor
Animations by Max Prince, Reid Parsekian, Stephanie Kim
Project Management by Melissa Kruse
Brand Anthem Video by 4th Floor Creative

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