Insights and Implications
Massachusetts General Hospital (MGH) is one of the most highly regarded medical institutions in the world, consistently ranking as one of the country's best hospitals by US News & World Report. Founded in 1811, MGH is the third-oldest hospital in the United States and the largest in New England.
While highly regarded and widely recognized as a world-class institution, MGH lacked clear positioning in the market and had not consistently communicated its brand. In an environment of escalating competition, many local, regional, and national hospitals were advertising in MGH's core market area. In addition, with so many strengths as a hospital and with increased affiliated offerings, MGH feared that its brand was in danger of losing its focus.
Denneen & Company was engaged to assess the brand's strengths, weakness, issues, and opportunities. This assessment included:
Following the Denneen & Company analysis, MGH understood for the first time in many years its market position, the strengths and weaknesses of its brand, and a clear definition of what the brand stood for in the minds of patients, referring physicians, and employees.
After completing the brand assessment, we were ready to position the MGH brand. We developed a unique value proposition to compete among the country's premier medical centers, and the hospital was ready to communicate its brand. MGH's senior administration and medical chiefs are now aligned around what makes the hospital's offering unique and compelling to patients and referring physicians.