A Case Study in Operationalizing Branding and Culture at Dignity Health’s Mercy Medical Group

Mercy Medical Group (MMG) in Sacramento provides physician services for Dignity Health Hospitals and physician offices/clinics throughout the Dignity Health Medical Foundation. Dignity Health rolled out a rebranding campaign matching their organizational belief in the healing power of human kindness. The result, now the distinctive orange “Hello HumanKindness” brand, was successful in conveying the desired of message. Because the campaign was approached from a marketing standpoint rather than procedurally, however, the MMG team did not know how to begin operationalizing their brand promise.