The patient safety and medical malpractice company serving the Harvard medical community, CRICO combines insurance protection and legal services to protect and defend providers during medical malpractice claims. In addition, they are an internationally renowned leader in evidence-based risk management and provide nearly 12,000 physicians and over 250 hospitals and other healthcare organizations with innovative patient safety guidelines and training. The institution sought to raise awareness with stakeholders regarding their critical patient safety work. Existing communications were channeled through multiple names and identities, hampering their ability to forge recognition and engagement.
CRICO selected Minelli to develop a comprehensive strategy and identity that would breathe new life into the brand. The strategy promoted a new identity, naming, architecture, and messaging platform. The brand was activated through a redesigned website, targeted communications, and robust staff training. The rollout drove increased and sustained participation with clinicians across the medical community.