Lessons Learned from Putting Grantees First
Edward W. Hazen Foundation
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Amplifying Efforts to Advance Healthcare Experiences
Overview
Seattle Children’s is a world-renowned pediatric hospital system nestled in the Pacific Northwest. Driven by their values of compassion, excellence, integrity, collaboration, equity, and innovation, Seattle Children’s aims to provide hope, care, and cures to help every child live the healthiest and most fulfilling life possible.
Challenge
In 2021, Seattle Children’s Board of Trustees launched an independent review to systematically combat racism and promote equity across the hospital system—formalizing years of scattered workforce efforts into a coordinated strategy. The resulting Health Equity and Anti-Racism (HEAR) Action Plan committed the organization to ensuring equitable care access for all families. To strengthen transparency and accountability, Seattle Children’s began tracking eight outcomes and published its first progress report in spring 2022.
In the late summer of 2022, Minerva partnered with Poché Design Studio to transform Seattle Children’s reporting approach, replacing lengthy PDFs with a dynamic, bilingual landing page centered on workforce and patient stories. That year’s December launch of Seattle Children’s Health Equity and Anti-Racism page generated 2,600+ views in the first month.
Since then, Seattle Children’s has continued refining how they communicate progress on these outcomes each year in partnership with Minerva. The latest report, released in December of 2025, shines a spotlight on workforce members who advance better healthcare experiences and outcomes for patients and their families.
Work
Minerva Strategies partnered closely with Seattle Children’s People and Culture Communications Team to create an engaging, story-driven approach to sharing progress. Over the course of five months, our teams:
- Interviewed workforce members about how Seattle Children’s focused on improving health outcomes and empowering workforce to deliver exceptional care;
- Refined air-tight project management practices to guide our teams’ efforts, track report progress and timelines, and set and communicate expectations;
- Conducted interviews with workforce members to gather compelling stories;
- Developed content and a storytelling strategy for Seattle Children’s landing page and report that highlighted progress, producing an updated health experiences and outcomes landing page.
Result
An updated landing page dedicated to Advancing Health Experiences and Outcomes (AHEO) went live in late December along with the downloadable companion report. It highlighted five captivating stories across the hospital system from providing language-concordant care to supporting Alaska Native families.
In the three months following the launch of the AHEO report, the updated landing page drew more than 1,100 users and saw a meaningful jump in engagement. The engagement rate climbing from 59% to 69% and average session duration rising from 10 to 14 minutes with visitors spending more time with the content.
In addition to the increase in report viewership, the Seattle Children’s team felt supported and confident in the report’s success through the close partnership with Minerva Strategies.
“Minerva has such a strength in health equity writing and messaging. That is not easy to find. Organizations often feel very nervous about outsourcing equity writing, but the feedback from leadership was clear—Minerva knows how to land the right tone.”
Erin Murphy
Seattle Children's