Baptist MD Anderson
Cancer Center
Chelsea Nickerson
Nicole Shervington
Tanner Derderian
Table of Contents
Objective…………………………………………………………………………………………1
Improving Guest Service Experience……………………………………………………………2
Increasing Referral Numbers……………………………………………………………………5
Improve Promotion of New Services……………………………………………………………8
Continuing Care………………………………………………………………………………….10
Local Information Access……………………………………………………………………….13
Sources………………………………………………………………………………………….16
1
Objective
Baptist MD Anderson Cancer Center has designed their mission around healing those
with cancer by “providing accessible, quality health care services at a reasonable cost in an
atmosphere that cultivates respect and compassion” (Baptist, 2017). Baptist has decided to focus
on expanding their market awareness in order to best serve their mission and their patients. As
such, the primary objective for Baptist is to promote local market awareness and boost their
national reputation.
As a center devoted to treating cancer, Baptist has to target two major audiences in order
to improve market awareness. These groups are the persons most likely to contract cancer, and
primary care physicians, who will refer patients to Baptist’s care. According to the National
Cancer Institute, nearly 50% of new cancer cases are reported in patients between the ages of 55
and 74, with nearly 80% being in persons over the age of 55 (National Cancer Institute, 2015).
As such, this means that the target audience for Baptist will be persons between the age of 55
and 74, and their primary care physicians.
Baptist MD Anderson Cancer Center has decided on utilizing five primary strategies in
order to fulfill their objective: Improve the Customer Service Experience; Increase the Number
of Professional Referrals; Improve the Promotion of New Services Offered; Improve Post-Care
Services Offered; and Improve Interaction within the Local Market. These strategies should both
create new demand for Baptist’s services and cause our existing patients to promote Baptist more
as well. Previous years have had increased market share growth, increasing from 18.6% in 2015
up to 21.3% in 2017. Through these new and improved marketing strategies, we hope to
accelerate this growth to pass 30% within 5 years.
Commented [1]: Chelsea, was this an internal number
or from the AHD link you mentioned in your comment
on the notes page? I wasn’t able to find this number on
the link page, but I can remove these specific numbers
and just say that I want to increase the market share in
general
Commented [2]: these were internal numbers, you can
still include and cite it as raw data
2
*Graph taken from National Cancer Institute article on Age and Cancer Risk.
Improving the Customer Service Experience
For Baptist MD Anderson Cancer Center, the customer experience is a primary concern.
Happy patients help to promote the brand through word-of-mouth, both to their family and
friends, as well as to their primary care physicians. In order to satisfy the mission, objective and
patients of Baptist MD Anderson Cancer Center, it is in the best interest of Baptist to provide the
premier customer service experience within the healthcare industry.
According to the Medicare survey of patients’ experiences, Baptist has failed to match
the competing Mayo Clinic’s customer ratings across the board, only matching ratings in one of
10 items (Medicare). This comparison is unacceptable when considering Baptist’s future growth
and patient satisfaction. New training will be implemented for all staff to best promote higher
quality service. Additionally, new hires will focus on candidates with higher ratings in patient
satisfaction and recommendation.
As a part of the new training program, staff will be assigned semi-weekly courses, lasting
for 1 hour each. In this way, the courses will minimally affect the work schedules of the staff,
while consistently providing support and an open environment to encourage high levels of
3
customer service. These courses will consist of both volunteer lectures from outside speakers, as
well as open forums headed by a group leader for staff.
Once every other month, the staff course will instead be replaced with a public event
outside of the hospital. In this way, a greater sense of community may form between the staff
members and the community they serve. These events will also invite both current patients and
family, as well as former patients who have survived their cancer treatment. These will be simple
fun events for all who attend them. Fostering this community will both bond the patients of
Baptist MD Anderson Cancer Center with the hospital and the staff with the patients whom they
serve and the people of the Jacksonville area.
In addition to these “fun for everyone” events, some of the events will be community
service focused as well. Our staff will be going out into the community to provide services, such
