In its more than 200-year history, Mass General has grown to become Harvard University’s primary teaching hospital and home to the largest hospital-based research program in the world. The hospital employs more than 27,000 people, serves more than 1 million outpatients, performs 34,000 operations and celebrates the birth of more than 3,500 babies each year. In addition to the main hospital in Boston, there are satellite facilities and community hospitals throughout New England. The hospital is consistently ranked as one of the five best in the country but, despite its rich history and status, MGH has only 5% unaided national recognition.
With the rising cost of healthcare, changes in healthcare delivery, an increased focus on preventative health, demographic shifts in population, advances in technology, more knowledgeable consumers and evolving health insurance models, it is increasingly important that health care organizations are able to articulate their value and brand promise.
Minelli was engaged to articulate a refreshed brand and position the institution for success in the rapidly evolving health care environment. We established new naming conventions at the parent level, reoriented brand architecture, and developed the design and messaging protocols critical to establish the context for the evolution of the brand including the transition from Partners to Mass General Brigham. Minelli, Inc. worked with leaders across the institution for multiple years to spearhead this initiative.