Hospital System

Challenge: How to build the patient base for cancer treatment with new subgroups of the insured population?

SUMA Partners process: Custom-tailored research: focus groups, day in the life profiles, customer experience documentation.

Length of initial engagement: 2 year engagement.

Insights: The insured population that was NOT using the system did not mirror the insured population that was already part of their patient base. The key was that the hospital system could not market a one-size-fits all approach. The new population required more emphasis on early diagnosis and awareness versus treatment.

Result: New positioning and new services for populations of color, younger patients. More specific competitive focus on personalized treatment: pre-registration, coordination of patient information, family involvement, and communications.