Massachusetts General Hospital Center for Performance Excellence
Situation
Massachusetts General Hospital Center for Performance Excellence wanted an updated website that reflected their team's offerings and to further establish their brand. In a health care performance improvement industry overpopulated with consultants, MGH CPE desired to be distinct, but not obfuscate their affiliation with Partners and Mass General. MGH CPE was also eager to better understand their clientele's experience of their brand so they could properly plan a growth strategy for the future.
The Better3 Solution
We initially conducted an MGH CPE leadership, team and client Inquiry, including interviewing over a dozen CEO, COO and CQO (Chief Quality Officers) of the nation's largest health care providers and leading performance organizations including Hartford Hospital, Henry Ford Health System, Cambridge Health Alliance, ASQ, VHA, Texas Health Resources, Poudre Valley Health System and Sentara Health. The Better3 conclusions allowed MGH CPE to create a new communications strategy and associated behaviors that enabled them to repair declining client relationships and grow new business.
Deliverables
Better3 created the following:
- Inquiry Brief
- New website design
- New copy
- Marketing brochure
- Conference advertisements
The Transformation
Within six months, MGH CPE increased their client roster 30%, drew fresh attention from Baldrige and health care industry experts, and improved their visibility with referrers of new business: major CEOs and CQOs of leading health care organizations across the US.
Two years later, MGH CPE had experienced such growth that they ended their Partners/Mass General affiliation and started their own consultancy led by Dr. Kate Goonan: Goonan Performance Strategies.
