Project: Solving Canada’s public healthcare challenges
The Client: Deloitte Canada
The Brief
Create a thought leadership report to reframe Canada’s healthcare challenge: from cost containment to system resilience. Provoke high-level decision-makers–policy leaders, funders, and health administrators–to rethink healthcare delivery and view Deloitte as a strategic partner in that transformation.
Target audience
Senior stakeholders in the Canadian health system, including:
- Ministers and deputy ministers of health
- Treasury and policy advisors
- Hospital and health system executives
The Process/Strategy
1. Define the audience and purpose
We clarified exactly who we needed to persuade–and whether the framing of a “resilient health system” would resonate. Many leaders still think in terms of immediate fiscal pressures, not structural design. The piece had to land with all of them: each operating at different levels, but each facing a version of the same crisis: spiralling costs, rising demand, and no cohesive plan for change.
2. Align on the narrative arc
We structured the report in three parts to guide the reader from diagnosis to action:
- Diagnosis–the system is siloed, reactive, over-specified, and lacking accountability
- Reframing–resilience isn’t a utopian ideal, it’s the only path to sustainability
- Action–policy and delivery leaders must move together through bold structural changes
3. Gather source material
We ran alignment calls with key Deloitte health leaders and reviewed supporting slide decks to uncover insights, arguments, and client-facing language.
4. Tailor the message
We structured the report around the distinct needs of three core groups—policy leaders, provincial decision-makers, and care providers–helping each see what resilience means in their role, and how they can lead the change.
5. Refine the outline before drafting the full piece
We defined the argument clearly before putting pen to paper, to ensure the structure was persuasive and the call-to-action precise.
6. Develop within a managed review process
The piece was reviewed and shaped in close collaboration with internal stakeholders.
The Output:
The Resilient Health System: A Blueprint for Sustainable Healthcare Delivery is a 10-page report that balances:
- Provocation–“More funding won’t fix a broken system”
- Clarity–with structured benefits and actions for each stakeholder group
- Practicality– Outlining practical steps leaders can take to begin building a more resilient system today
The piece is bold, well-reasoned, and accessible, written to shift mindsets rather than just describe problems. Deloitte’s voice comes through as both credible and forward-thinking, without being sales-driven.
Click here to view a pdf copy of the published report:
Click here to view the live website version of the report
