Helping heathcare speak B2B
Monday, June 28th, 2010
After our long time client, Everett Clinic (TEC) sent us a package for business leaders describing their leadership position in health care, we invited them out for coffee.
TEC has received considerable recognition for their “accountable care organization” (ACO) leadership position as reported in a recent Puget Sound Business Journal article. If you’ve followed the news about the proposed changes in health care, you’ll recognize that ACO is at the forefront of the conversation.
We’ve worked with TEC on dozens of projects and so I felt comfortable (gently) telling them I didn’t think the piece I received spoke to the business community – it looked more like a marketing piece. And although the business community is very interested in the cost of health care, the look and feel needed a business-to-business tone if TEC was going to get their attention and have credibility.
I brought some examples, discussed how good design can create the right tone to fit the intended audience and offered to on future projects.
We were pleased when TEC called back and asked us to apply our comments to a new communications piece they would present at a Washington, DC hearing on Health Care Reform.
We recommended an upbeat, business-to-business look and feel (not marketing) that highlighted key information and adjusted the data heavy content to be more digestible. Completing the work after TEC’s approval took just a couple of days. They flew to DC and we understand the hearing was a great success.
Link to article:
http://seattle.bizjournals.com/seattle/stories/2010/05/24/story3.html
