Harvard Medical School
Challenge
The Center for Primary Care at Harvard Medical School was founded in 2010 with the goal of helping transform primary care delivery throughout the United States. Before coming to Spencer Brenneman, the Center had grown successfully through a portfolio of programs that included a number of initiatives such as case-based research and educational programs targeted at national primary care leaders, innovators, and executives. Yet, the team struggled to talk all about their great work in a unified, cohesive way that clearly explained what the Center did and why it matters.
Solution
Our Ask, Build, and Connect methodology lent itself beautifully to meeting this challenge. Through a combination of qualitative and quantitative research, we gained clear insights into how the Center was perceived, where the greatest needs existed, and what constituents expected from the Center. Working collaboratively with the Center’s senior leadership, we applied the finding to unearth what the Center did best relative to what is needed most. That took the form of restating its Why, spelling out its What and How, and embracing the Way it should come to life in its communications with constituents. For example, its Why is: Promote and fight for primary care that improves the quality of life for people around the world. Its elevator pitch looks like: Primary care represents the foundation of modern medicine, from delivering life-sustaining care to preventing more serious illnesses later. And, as the first line of defense, it has the crucial role of connecting patients to the full spectrum of care available. These responsibilities, intermingled with antiquated approaches to reimbursement, care delivery, and medical records, make for an institution in serious need of disruption. At the Center for Primary Care at Harvard Medical School, we uncover and promote the strategies, leadership skills, and delivery models necessary to catalyze the most efficient and effective primary care around the world. We do this through research, education, and even direct patient engagement. Let me tell you more.
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