Ascension is positioned as a masterbrand that blends deep religious roots with modern marketing and digital experiences to unify patient journeys—from awareness through care navigation, billing, and follow-up.

Personalization targets both clinical and nonclinical barriers, with internal data showing patients travel long distances annually, prompting initiatives like virtual visits and transparent pricing to minimize deferral.

The strategy aims to weave digital experience, brand, and AI into a cohesive system that moves patients from need to relief quickly while preserving the care-forward mission for the vulnerable.

AI is treated as a practical lever to improve access, reduce costs, and boost productivity, with current uses in creative work, CRM optimization, code generation, and diagnostics; Ascension is piloting consumer AI through Grace, starting small to build trust before scaling.

Healthcare journeys are fragmented by encounters and referrals, so Ascension seeks to shorten the path from need to joy by guiding patients with better logistics—entrances, parking, pre-procedure steps—and reducing friction across care-site transitions.

Marketing and digital experience were merged under Growth Marketing and Digital Experience, aligning field marketing, brand, demand generation, CRM, and channel strategy to shepherd patients through a seamless end-to-end journey.

Ascension presents itself as a mission-driven, faith-based nonprofit system serving 15 states plus D.C., with 91 hospitals and over $25 billion in annual revenue, led by Chief Marketing and Digital Experience Officer Rajan Mohan.

The culture prioritizes inclusivity and letting employees bring their whole selves, a stance Mohan argues strengthens the lived mission and brand.