After having worked with the same design firm for nearly a dozen years, in 2013, The Institute for Healthcare Improvement (IHI) awarded Metal Creative the job of developing the theme and materials for their annual conference on Healthcare Quality. This important event would bring together nearly 6000 healthcare professionals from around the world at a time when a changing political climate was impacting the industry. Metal worked with IHI to develop and execute both a theme and a strategic marketing and social media plan for the event. Metal was subsequently hired to market five more National Forums (until the job was taken in house), plus their Asia Pacific Summit and International Summit.