mProve
strategy
expression
Jun 2024
Story: mProve
Seven hospitals were already collaborating to make Dutch healthcare smarter and better. mProve needed a shared story and identity to turn that quiet progress into a movement with a clear voice.
mProve
Seven top clinical hospitals, seven boards, seven IT departments, and a quiet problem most patients never see: the clever thing one hospital figures out on a Tuesday often doesn't reach the other six until Friday of next year, if ever. mProve had already been working on that problem for years, in the background, sharing what works in Dutch healthcare. It just wasn't really saying so.
The ambition was to stop being a useful-but-invisible network and start being a recognisable movement. Same work, louder voice, shared name.
Listening to the people inside the seven
We brought board members, clinicians, innovators and programme leads into the same room and asked them to talk about where mProve was already strong and where it was still playing small. Structured enough to get somewhere, open enough that the nurse and the CEO could disagree in the same sentence.
Using 23plusone we tested which of the 24 fundamental human drivers mProve was actually running on. Mastery, obviously. Care, obviously. And a quieter one that turned out to matter more than expected: pride in the collective. Not pride in the badge on a single white coat, but in what seven hospitals can make possible together when they stop politely keeping their best ideas to themselves.
"Through the sessions with BR-ND People, we suddenly saw that our individual successes are part of a much larger, inspiring whole." mProve healthcare professional
A story and an identity built for seven voices, not for a committee
Out of that came a shared narrative and a visual identity that make the network visible from the outside, without flattening the character of each individual hospital. A name that already existed, now with real weight behind it. A story the people in the hospitals could actually use on a Monday morning. An external face that shows there's something bigger going on here than a handshake between boards, and something warmer than a memorandum of understanding.
Turning a collaborative network into a visible movement?
If your organisation is part of a partnership or alliance that's quietly doing good work nobody outside can see, there's a way to surface the shared story underneath and give the collaboration a recognisable voice without erasing the partners inside it. Let's talk about it.
Reach out to Kim or Alexander if you're looking for something similar