Theodore O. Will, Chief Executive Officer, and Donald Winikoff, MD, President
Earlier this year we undertook a review of the corporate messaging we use to describe our organization to clients, collaborators and to our own employees. We asked outside experts to help us analyze how IPRO is perceived in the marketplace and to help us organize a re-fresh of our brand identify. Communications experts recommend that organizations go through this exercise every 6 or 7 years—as a way to update and enhance a shared corporate vision.
Accordingly, in concert with our Executive Committee and Senior Management Team, we tested and refined some initial concepts and engaged in focus groups with middle managers, as well as a select group of friends and colleagues outside of our organization.
We came up with three new statements that will guide how we describe our organization to external sources and to present and future employees going forward. The three major elements include a new corporate tagline, a new mission statement and a new “elevator speech”—that is, a short statement we can all use to describe what we do.
The first of these is the new tagline, which will appear next to our corporate logo on all print and electronic documents, including brochures, business cards, signage and outreach materials:
Better healthcare, realized.
The second is a new mission statement, which summarizes our corporate aspirations:
IPRO is a trusted partner to state and federal agencies working to measure and improve healthcare for all. We are set apart by our passionate staff, proven track record, culture of innovation and breadth of expertise.
The final element is an “elevator pitch” which we can all use to succinctly describe our corporate brand to friends, colleagues, clients and potential clients:
IPRO is a non-profit organization that works with government agencies, providers and patients to implement innovative programs that bring policy ideas to life. For over 30 years we’ve made creative use of clinical expertise, emerging technology and data solutions to make the healthcare system work better.
We believe these new statements reflect our organization’s commitments and corporate culture. We look forward to opportunities to discuss these re-brand elements with clients and colleagues over the next weeks and months.