Froedtert/Medical College of Wisconsin Pioneers Patient-Centered Cancer Care

"You have cancer."

Has your life ever been turned upside down by these three little words?

These words are responsible for phrases like, "Life turns on a dime" and "We have no idea what tomorrow will bring."  One day you're living your life and the next ... your life is hanging in the balance.

According to the American Cancer Society, close to 12 million people in the United States are battling cancer at any one point in time.

12,000,000...

That equates to approximately one in four Baby Boomers.
That's roughly one-fourth of all LinkedIn users.
That's about 3% of what President Obama spent on his 2008 presidential run.
That's the number of suspected aliens living in the United States.

Even though that number is positively staggering, as the recipient of that message, you still feel like you are the only person in the world to ever have to deal with the impact of this diagnosis. You feel like no one could possibly understand what it's like to be living with this hideous creature lurking inside of you.

Intent on helping patients more effectively navigate this daunting cancer journey, Froedtert & The Medical College of Wisconsin made a bold move. They decided to look at cancer from the perspective of the patient, rather than the health care provider, ultimately redefining quality cancer care.

Their philosophy became known as The Hub Model or Patient-Centered Care. Rather than requiring the patient to move from the doctor's office to the testing lab to the place where treatment is administered, this Milwaukee-based healthcare organization had a brilliant idea: why not have all cancer treatment revolve around the patient?

Froedtert/Medical College of Wisconsin Hub Model

In 2005, they made yet another bold decision to begin construction on a new facility that would embody patient-centric care. Within three years, they would be cutting the ribbon on the manifestation of their vision. According to Froedtert's website, "The Froedtert & The Medical College of Wisconsin Clinical Cancer Center is the first cancer center in the nation built entirely around patients."

Froedtert/Medical College of Wisconsin Clinical Cancer Center

In retrospect, it looks so logical ... as brilliant ideas often do. Let's not make the patient, who is probably not feeling particularly well, deal with directions, elevators and confusing corridors. Instead, let them focus on what is most important ... getting better.

To ensure the best possible care for their patients, the Froedtert & Medical College of Wisconsin Clinical Cancer Center has a specialized team for every kind of cancer from the most prevalent to the most obscure. According to the Center, "This level of focus allows them to be completely up to date on the most effective treatments, even in today's constantly evolving cancer treatment and research environment."

The image of a crane is used throughout the facility to signify the journey a patient goes through when dealing with cancer. It embodies a sense of hope, good health and compassion.

As a 12-year cancer survivor, I cannot think of a more holistic and comforting approach to cancer than the patient-centered model brought to life by The Froedtert & The Medical College of Wisconsin Clinical Cancer Center. 

It is a wonderful example of truly understanding your target, assessing where the need gaps lie and then masterfully creating and delivering an offering that fills those gaps.

Bravo. 

Bravo Froedtert and The Medical College of Wisconsin.

Kohl's CSR Program: More Than Window Dressing

I was driving by a neighborhood Kohl's the other day, when I literally took a double-take.

Was the Kohl's lettering on that store actually PINK?

A second look reassured me that my eyes were not deceiving me.

We have all been trained really well by the Susan G. Komen Foundation to recognize that particular shade of Pepto Bismol pink. Ever since 1991, when Susan G. Komen handed out pink ribbons for the very first time to its breast cancer survivor race participants, we have seen the color pink show up on everything from t-shirts to cosmetics to food products to treadmills to NFL football shoes ... and now to store fronts.

What is simply amazing to me is what UPS would call the "logistics" behind this effort. I cannot begin to imagine how difficult this would be to coordinate across the country. Plus, all this effort is undertaken to last the duration of only one month ... 31 days in all.

But, Kohl's takes their commitment to breast cancer substantially further than just window dressing.

They sell a number of breast cancer items - like t-shirts, water bottles, flip flops and watches - and 100% of the net profits from these items are donated to support the fight against breast cancer. As part of their continuing commitment, Kohl's plans to donate more than $7 million over the next three years to the American Cancer Society's Midwest division and the Southeastern WI affiliate of Susan G. Komen for the Cure.

Additionally, at the store I visited, Kohl's partnered with local hospital Columbia St. Mary's to provide digital mammograms ... right there in their parking lot.

I would be lying if I told you that I am not suffering a bit from "pink ribbon fatigue." I actually often use pink ribbon marketing as an example of an oversaturated brand with my advertising class. However, Kohl's has found an innovative new way to break through the pink ribbon clutter to grab my attention ... both with their signage, as well as the digital mammography traveling van.

Kohl's deserves a ribbon (albeit a blue ribbon) for showing other companies the path to successful and impassioned corporate social responsibility.





Sponsor of More Birthdays

The first time I heard the new American Cancer Society anthem ad, I felt goosebumps up and down my arms. Here was a nonprofit organization that had found a way to connect on the scary topic of cancer in an emotionally positive way. Brilliant!

ACS has delivered the message of being "the official sponsor of birthdays" at every possible touchpoint - print ads, YouTube, electronic cards, blogger templates, and on and on. Amazingly orchestrated to deliver an emotionally uplifting message that is connected from medium to medium.

Being a cancer survivor myself, I am unduly impressed with the American Cancer Society's Birthday Campaign. Cheers to their marketing team.