Bellin Health was entering a highly competitive oncology market that consisted of well-established providers. The decision was made to build a free-standing facility and provide a comprehensive cancer program. The question was how best to position it?
Solution: Research was clear that there was an opportunity to break through the noise generated by all the me-too programs that were claiming the same things: clinical excellence, compassion, technology. We uncovered a recurring need among newly diagnosed patients to have caregivers respond with urgency, which meant quick access to caregivers. The result was “3 Days From Diagnosis to Treatment Options,” a promise that you will not be left waiting in the dark during a time when you need help most.
Results: In its first nine months of operation, The Cancer Team outperformed Year Four projections in both revenue and volume. JCAHO recognized the program as a best practice. Preference levels among consumers reached double digit increases. Under the banner of the Cancer Team, unaffiliated physicians began to find ways to work together to support the brand promise.