Artificial intelligence is reshaping how healthcare organizations connect with patients, not by replacing human care, but by reducing friction in the patient journey. At the forefront of this shift is Bon Secours Mercy Health, a Catholic health ministry operating across seven U.S. States, which has integrated AI into its marketing and consumer engagement strategy to help people locate the right care at the right time. Rather than treating AI as a standalone technology project, the health system views it as part of a broader ecosystem designed to improve access, build trust, and maintain clinical decision-making firmly in the hands of providers.
This approach emerged from a simple insight: the most common pain point for patients isn’t clinical quality—it’s navigating the system. Difficulty scheduling appointments, finding the right specialist, or understanding where to go for care erodes trust long before a patient steps into an exam room. To address this, Bon Secours Mercy Health partnered with Brado, a healthcare marketing and AI development firm, nearly two years ago to create a conversational AI platform named “Catherine.” The tool helps users answer basic healthcare questions, locate appropriate services, and schedule visits—all while ensuring that complex medical assessments and treatment decisions remain with licensed clinicians.
The name Catherine was chosen intentionally. It honors Catherine McAuley, the Irish founder of the Sisters of Mercy, who established Mercy Health in the 19th century to serve the sick and poor. By naming the AI platform after her, the health system aimed to ground the technology in its core values of human dignity, compassion, and stewardship. As Sandra Mackey, Chief Marketing Officer of Bon Secours Mercy Health, explained in a recent interview on the Healthcare Success Podcast, “We wanted to make sure that as we use this technology, we’re always reminded of who we are and why we’re here.”
Unlike many AI initiatives that begin with the technology and search for a problem to solve, Bon Secours Mercy Health reversed the process. Teams first identified friction points in the patient journey—such as confusion about care options or difficulty booking appointments—then evaluated whether AI could help address them. This consumer-first approach ensures that technology serves people, not the other way around. As Mackey noted, “We’re not going out thinking, ‘Here’s AI, now let’s go find a problem.’ We’re identifying the problems consumers face and seeing if AI can help solve them on their behalf.”
The results have been measurable. Since launching Catherine, the health system has seen improvements in appointment scheduling efficiency and patient satisfaction scores, particularly among users who previously struggled to navigate the system. Importantly, the AI does not diagnose conditions or recommend treatments. Instead, it acts as a triage and navigation tool, directing users to appropriate levels of care—whether that’s a primary care visit, urgent care, or emergency services—based on symptom input and predefined clinical pathways. All recommendations are reviewed and validated by clinical teams to ensure safety and accuracy.
Trust remains the central concern. In healthcare, where data sensitivity and regulatory scrutiny are high, Bon Secours Mercy Health has built governance, transparency, and privacy safeguards into the AI from the outset. The platform complies with HIPAA regulations, and patient data is encrypted and used only for intended purposes. Users are informed when they are interacting with AI, and they can opt to speak with a human representative at any time. Mackey emphasized that transparency is not just a legal requirement but a moral one: “In healthcare, relevance can never come at the expense of trust. You earn relevance because you’re trusted—not the other way around.”
This philosophy extends beyond the AI tool itself. Bon Secours Mercy Health treats AI as part of its marketing ecosystem, integrating insights from consumer interactions into broader outreach strategies. For example, common questions or concerns raised through Catherine inform content for social media, email campaigns, and website updates. This creates a feedback loop where AI not only helps patients but also helps the health system better understand and anticipate community needs.
The organization also employs a dual-track approach: delivering immediate value while building long-term capability. On the execution side, teams focus on improving today’s patient experience—reducing wait times, increasing access to care, and smoothing administrative hurdles. On the evolution side, they invest in data infrastructure, staff upskilling, and continuous model refinement. As Mackey position it, “We have to walk and chew gum—we’re optimizing journeys today while preparing for tomorrow.”
Crucially, AI is not seen as a replacement for human workers but as a tool to help them operate at the top of their license. By automating routine inquiries and administrative tasks, clinicians and staff can focus more time on complex patient interactions, care coordination, and clinical decision-making. This aligns with broader industry trends showing that AI, when implemented thoughtfully, can reduce burnout and improve job satisfaction among healthcare workers.
Ethical personalization is another cornerstone of the strategy. While AI enables tailored messaging and outreach, Bon Secours Mercy Health ensures that personalization is guided by ethical guardrails, particularly around data use and patient privacy. The health system avoids algorithmic bias by regularly auditing outputs and involving diverse stakeholders in design and testing. As Mackey stated, “Personalization must always be grounded in ethics. We’re charged with protecting patient privacy—and that’s non-negotiable.”
Looking ahead, Bon Secours Mercy Health plans to expand Catherine’s capabilities, including multilingual support and deeper integration with electronic health records to enable smoother handoffs between digital tools and in-person care. However, the health system remains cautious about overreach. Any expansion will be evaluated through the same lens: Does it reduce friction? Does it build trust? Does it uphold our values?
For healthcare leaders navigating the AI hype cycle, Bon Secours Mercy Health offers a pragmatic model: start with the patient problem, embed AI in broader strategy, prioritize trust and governance, and always keep people at the center. As Mackey concluded, “AI is simply a tool. The goal has always been—and will always be—serving consumers in ways that make their healthcare journey feel more intuitive, more supportive, and more human.”
Those interested in learning more about responsible AI use in healthcare can explore resources from the American Medical Association’s AI guidance or the Office of the National Coordinator for Health Information Technology, both of which provide frameworks for ethical AI implementation in clinical and consumer-facing settings.
What role should AI play in improving access to care without compromising the human touch? Share your thoughts in the comments below, and consider sharing this article with colleagues who are exploring how technology can serve—rather than supplant—patient-centered healthcare.