The Siteman Difference
As top-ranked leader in cancer treatment, research and education, there are a lot of reasons to choose Siteman Cancer Center. To find out which ones could help us differentiate Siteman on a regional and national level, Cannonball led a qualitative research study that uncovered key insights about patient priorities.
Key Takeaways
The power of the referral.
Patients have deep relationships with their physicians and rarely pursue treatment options independently. Not only did our messaging need to speak to prospective patients, it also needed to reach their doctors.
Time is respect.
Patients want to be seen as individuals and value being given one-on-one time. They can view larger, prestigious institutions like Siteman as unapproachable, or as a place where patients get lost in the shuffle.
Patients want to feel seen,
valued and heard.
When people talk about doctors being “the best” they are more often referring to kindness and emotional intelligence. Tangible measures such as awards, degrees, or fellowships are rarely mentioned.
Turning Insights into Action
Through a brand campaign that included video, print and outdoor, Cannonball showed that Siteman could provide both the world-class expertise and compassionate, individualized care patients were looking for.
