There’s only one.
There’s only one Mass General Brigham.
Mass General Brigham is a health system built around two of the world’s leading academic medical centers, Brigham and Women’s Hospital and Mass General Hospital. The organization is a global leader in world-class care, ground-breaking research and medical education.
The context
A collection of medical institutions, two of the world’s leading academic medical centers, three world-class speciality hospitals and community hospitals, physicians groups and other medical resources spread across Massachusetts, all cumbersomely held together under the umbrella of a corporate holding company. Partners HealthCare.
The conflict
The Partners model came with tremendous duplication of efforts and serious financial and organizational inefficiencies. In the workforce of more than 70,000, there was great pride in and fidelity to the individual organizations, but no overarching mission. The marketing approach was disjointed, often pitting different institutions against each other.
The idea
Bring together all sixteen institutions into one cohesive system, and bring that system to life in a new, multifaceted brand. Working collaboratively with impassioned and visionary leadership we successfully launched a new $13 billion dollar healthcare system. And we did it in the middle of a global pandemic.
