How to build the patient base for cancer treatment with new
subgroups of the insured population?
Partners process: Custom-tailored research: focus groups,
day in the life profiles, customer experience documentation.
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
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