Grand Itasca Clinic & Hospital

Project | TrueChart™

Grand Itasca Clinic & Hospital serves Grand Rapids, MN and surrounding areas with a Level III trauma center and top-notch health care services and facilities. Prior to our engagement, the nearly century-old organization had a string of different CEOs and morale was low.

Grand Itasca Clinic & Hospital | Macleod & Co. The Holistic Marketing Agency Minneapolis
Grand Itasca Clinic & Hospital | Macleod & Co. The Holistic Marketing Agency Minneapolis

Opportunity

A new CEO came in with a new perspective and he wanted to set things right. He consulted with us, and the assumption was that we would deliver a public relations strategy. On walking the halls, that didn’t feel right, and we asked him if we could interview 10% of the staff to get to the heart of the issue.

Grand Itasca Clinic & Hospital | Macleod & Co. The Holistic Marketing Agency Minneapolis
Grand Itasca Clinic & Hospital | Macleod & Co. The Holistic Marketing Agency Minneapolis

Strategy

After interviewing about 60 people, we built a TrueChart ™ organizational chart that the CEO didn’t recognize. It showed that the culture was running the organization and he would have to change it before he could have any effect. It illuminated where the positive and negative influences were coming from. And, most importantly, it showed that the most negative areas were critical touch points with patients.

We made some organizational and personnel recommendations, we did a very small billboard campaign covertly aimed at staff, organized some internal communications and events, rearranged the lobby furniture (!) and did no PR at all.

Grand Itasca Clinic & Hospital | Macleod & Co. The Holistic Marketing Agency Minneapolis
Grand Itasca Clinic & Hospital | Macleod & Co. The Holistic Marketing Agency Minneapolis
Grand Itasca Clinic & Hospital | Macleod & Co. The Holistic Marketing Agency Minneapolis
Grand Itasca Clinic & Hospital | Macleod & Co. The Holistic Marketing Agency Minneapolis
Grand Itasca Clinic & Hospital | Macleod & Co. The Holistic Marketing Agency Minneapolis
Grand Itasca Clinic & Hospital | Macleod & Co. The Holistic Marketing Agency Minneapolis

Results

Just six months after our initial meeting, the CEO was reading spontaneous, positive articles about his organization in the local media. More importantly, morale and culture improved, which dramatically enhanced the customer experience — thus addressing the heart of the issue.

“The Macleod & Co. team got to the root of the problem and gave us a strategy to address our organizational issues.”

—CEO, Grand itasca Clinic & Hospital