Integrating the Best of Community Cancer Care into an NCI-Designated Comprehensive Cancer Center Network
CHALLENGE
For decades, a small community faith-based health system survived and thrived in the suburbs of one of the largest cities in America. Known around the region for providing some of the most holistic, patient-centric care around, the health system began to struggle as it continued to compete in a rapidly consolidating healthcare market dominated by academic health systems and a larger, national faith-based health system. As part of their long-term strategic plan to lean into their mission, vision and values, while offering a compelling value proposition to patients in the market, the health system partnered with an NCI-designated comprehensive cancer center from outside of the market. Their goal: redefine the cancer experience by merging world-class cancer programming with some of the most humanistic healthcare experiences out there. Blending these two very different cultures would not be easy.
30+ stakeholder interviews between client organization and cancer program partner
Baseline strategy validation
Clinical functionality assessment
Patient consumer demographic analysis
Patient consumer experiential analysis
Provider consumer experiential analysis
Co-creation sessions to explore tomorrow’s cancer care
Co-creation session to explore patient and provider consumer experiences
Customized demand projections by tumor type
Key room forecast
Space programming
Conceptual designs + concept book
APPROACH
During past projects, the client had embraced the Disney Dreamscaping approach to experiential design. At the client’s request, a number of aspects of the Dreamscape process were incorporated into the project methodology.
The project began with a deep dive into the key drivers that have differentiated the health system from local competitors. This was overlaid with a competitor analysis and the expectations outlined between the client and the NCI-designated cancer center.
Provider user groups — consisting of representatives from the client and their cancer center partner — investigated the evolution of cancer care, the relationship (physical and virtual) between the client’s campuses and the main campus of the cancer center, and healthcare consumerism. Examination of note was understanding the attributes of this reimagined cancer program serving as a recruiting magnet for world-class cancer providers.
RESULTS
The process brought forth a new model of cancer care for the client. The final product of the engagement was a “Dreamscape” book outlining the vision of the cancer program with concepts supporting execution of the vision. Critical components of the Dreamscape book include:
overall programmatic vision
programmatic elements
customized volume projections
key room forecast and corresponding space program
patient consumer journey maps for key tumor types
interior facility concepts for all aspects of the cancer program (program planned to exist in renovated spaces on the campus)
exterior facility concepts to support program branding and building access