Partners HealthCare

Transforming how a major healthcare entity thinks and talks about itself

The Challenge

Over the last two decades, Partners HealthCare has grown to be the largest health care network – and private employer – in New England. When they hired us to write and produce their 2014 Annual Report, we were proud to associate ourselves with an industry leader. But we quickly saw that too much of the conversation was focused on their sheer scope and saw an opportunity to expand the conversation beyond the size of their system.

What we did

As Partners HealthCare’s Creative Agency of Record, we’ve had the unique opportunity to get to know you in ways that go beyond what’s possible through interviews and formative research. We’ve worked closely with stakeholders, participated in system-wide meetings, collaborated with multiple departments, and had frank conversations with major players at both the corporate and institution level. We’ve made their priorities our own, making sure that everything we do responds to a unified, coherent strategy. This relationship did not come about overnight: it has been built and nurtured over the past five years by the nature of the projects we’ve tackled. Here are a few examples

Annual Report

We’ve started working on the Partners Annual Report three years before we became Agency of Record. From the beginning, we approached the project as an exercise in strategic marketing, building narratives that helped define Partners’ position in the marketplace, articulate priorities, and affirm institutional commitments. In the process of conceiving and writing the reports, we also had to learn to navigate every aspect of the organization, from hospital marketing teams to internal departments like Population Health, and the offices of Community Health and Diversity, Equity and Inclusion.

Connect with Partners

In October 2017, we took charge of content development and site management for Connect with Partners, a blog that serves as the public face for Partners’ thought leadership, innovation, and community impact. Like with the Annual Reports, working on the blog has given us access to the people and ideas that drive Partners forward. It has also given us a profound understanding of some of the most important issues facing health care today, from cost containment to government relations, the opioid epidemic, and innovation in care.

Quality and Safety Website

Last year we were commissioned to rethink the Partners Quality and Safety website from the ground up. This project involved much more than digital design: we worked with the entire Quality and Safety Team to reframe the way we talk about quality and safety to the public, focusing on how the Partners system helps to improve outcomes and keep patients healthier. We restructured the site around a patient-centric model, one that is becoming the standard way of thinking about the health care experience. This project deepened our understanding of every aspect of the Partners system. In fact, as part of our engagement we offered to build a graphic representation of the Partners system – something that hadn’t been done before because of the complexity. Our understanding of the system was crucial to processing how to create a graphic that was straightforward and easy to understand.

Results

Our projects – annual reports, the Connect with Partners blog, new division websites – continue to make a major impression and increase engagement among internal and external stakeholders. And at Partners headquarters at Assembly Row, the first thing you see when you walk into the lobby is the video wall we developed that celebrates Partners’ brand with original video, photography, and informational content – all conceived, designed, and produced by ThinkArgus.

Services providedAgency of Record