Trust and Transformation: Rethinking Primary Care
There was a time when the relationships we had with the people who cared for our health were personal.
Our doctors knew us by name, without having to look at our charts. Pharmacists took time to tell us how we could get better beyond the prescriptions they sent us home with.
Health care wasn’t a system. It was a group of people who were in our corner, working for our health. What happened to that kind of health care? How did it turn into what it is today? This has to change.
We have to change it. We will change it.
Where do we start? Business as usual has led us to forget about the patient. Harken will be the vehicle that enables us to deliver amazing patient care to the nation. We will act as the open door, creating accessibility for anyone, defying a system that has lost focus of those they serve.
We will rebuild the relationship between people who need care, and those who care for people. We see a world where the relationship is the single most important element of helping people get better. Efficiency should only be about what happens behind the scenes, enabling great care to happen.
To accomplish this we have to start over. Incremental improvements will not overcome the real problems in health care.
Critical Areas of Focus
Concept and Customer Experience Development
We collaborated closely on refining the initial concept, reimagining the core of primary care through a fresh lens. By rethinking traditional approaches, we established a robust framework that redefined the customer experience, setting the stage for a model that prioritized deep, relationship-based care.
Full-Scale Brand Experience Development
Our team was instrumental in developing a comprehensive brand experience for Harken Health. From defining the brand name to shaping its presence across various commercial channels, we built an identity that resonated with both new and existing audiences, positioning the brand for broad recognition and trust.
Redefining Primary Care Spaces
We transformed the physical environment of primary care by redesigning interior spaces to deliver a more engaging and comforting experience. Our work redefined what a primary care office could be—creating spaces that were not only welcoming for patients but also inspiring for providers, enhancing the overall service experience.
Comprehensive Go-To-Market Strategy
We crafted and executed a robust go-to-market strategy that extended across multiple states. By developing targeted marketing content and coordinated campaigns, we successfully drove patient engagement and laid the groundwork for rapid expansion, ensuring that the innovative vision of Harken Health reached a wide audience.
Uncovering Insights to Develop New Markets
Learn how we worked together to uncover major insights and scale the business.
Genesis of Innovation: Shaping Harken Health’s New Platform
At the very inception of Harken Health, we were brought in to shape a concept that was still in its embryonic stage—without even a name or an established team. Emerging as an independent entity from UnitedHealthcare, Harken Health was envisioned to transform traditional insurance by integrating it with a relationship-based primary care model. Our early involvement allowed us to evolve the initial concept, pushing it beyond the framework of a new kind of insurance model to ultimately develop a groundbreaking care system.
Reviving the Essence of Healthcare
After applying the Outsider Advantage framework to Harken Health, we uncovered a unique market space rooted in nostalgia for the healthcare of yesteryear—a time when relationships with primary care providers were paramount. Rather than introducing a radically new concept, our strategy focused on evoking familiarity and trust. This approach resonated deeply, affirming that what people truly desired was a more personal, relationship-based care experience—a position that Harken Health was perfectly poised to own.
Building a New Care Ecosystem
Building a New Care Ecosystem: The Initial Build Process The initial build process for Harken Health was as robust as it was multifaceted. We developed a state-of-the-art technology layer capable of onboarding thousands of patients in a short period, while simultaneously redefining the primary care experience. This involved launching several clinics across multiple states—a task that demanded a comprehensive brand strategy, a meticulous go-to-market plan, and seamless coordination among various activation teams. Every detail mattered, from designing the interior spaces of each clinic to meticulously documenting the customer experience, ensuring that our model could be scaled efficiently as we achieved success.
Building a Launch-Ready Team
To support the launch of Harken Health, we filled a diverse array of operating roles as the business rapidly expanded. Initially, with a lean team of fewer than 10 people, we served as the design and build partner for customer experience assets—developing both interior spaces and the digital experience. As the concept matured, our role evolved along-side a growing team, expanding the office spaces and clinics, spanning product development, sales, and go-to-market operations. By the time the platform was ready to launch and the doors opened, the local staff had grown to nearly 60, with each clinic fully staffed to deliver the exceptional care experience envisioned by Harken Health.
A Resounding Launch
Upon simultaneously opening 12 clinics across three states and rolling out targeted advertising and marketing campaigns, Harken Health achieved remarkable early success. We onboarded over 33,000 patients collectively, and our initial engagements reflected an outstanding net promoter score of 91%, underscoring the strength of our brand perception and the effectiveness of our go-to-market strategy.
Consistent Patient Onboarding Success
We successfully onboarded over 33,000 patients across multiple states, demonstrating our capacity to scale operations while maintaining consistent quality and engagement across diverse markets.
Exceptional Customer Experience
Our commitment to reimagining primary care translated into a net promoter score of 91%—a clear testament to the outstanding initial customer experience and the powerful brand perception we cultivated.
Impressive Financial Milestone
The innovative approach and robust execution of our strategy culminated in an extraordinary achievement: over $100 million in first-quarter earnings, setting a solid foundation for future growth.
