• INTRODUCTION

    There are approximately ten million people living in the United States who have had cancer, and each year 2 million new patients are diagnosed. Given the emotional commitment, and energy level required to work with patients in cancer care, the opportunities for connecting with patients/families are crucial for Cancer Centers. Through a detailed investigation of HFHS Cancer Surgery Center, its products and services, the CCS MFA Interdisciplinary Design class have studied tangible and intangible values related to the HFHS brand vision, culture, and perception in the market. In particular students have maped the experience from the cancer patient point of view, identified the critical touch points, and translate their findings into a creative brief that would differentiate HFHS Cancer Surgery Center from its regional and national competitors.

  • INTERDISCIPLINARY
    DESIGN MEMBERS

PROCESS

First phase:
Research                      

1.Recent develpment
2.HFHS Physical enviorment
3.Strength and issue
4.Target market
5.Competitor language analysis
6.Patient experience

Second phase:
Creating Brand Essence    

1.Taglines brain story
2.Words mapping
3.Image boards
4.SWOT analysis
5.Core value framing
6.Brand Essence

Third phase:
Translating Brand Essence

1. Community outreach
2. Printed information
3. Wedsode
4. Way finding
5. Website / App

First phase:Research

We gathered information from the aspects below.
  • 1.Henry Ford’s Center for Cancer SurgerySituation Analysis

    HFHS CENTER FOR CANCER SURGERY RECENT DEVELOPMENTS

    Henry Ford Hospital, the flagship facility for Henry Ford Health System, is an 802-bed tertiary care hospital, education and research complex. The hospital is staffed by the Henry Ford Medical Group, one of the nation’s largest and oldest group practices with 1,200 physicians in more than 40 specialties.Henry Ford’s Center for Cancer Surgery, founded on September 2012, is the surgical arm of the renowned Josephine Ford Cancer Institute, the largest provider of quality cancer care in Michigan, in fact cancer patients have visited Henry Ford from each of the 50 states and each continent to be treated by our cancer experts.


  • RECENT DEVELOPMENTS
  • 2.PHYSICAL ENVIRONMENT

    CENTER FOR CANCER URGERY EXPERIENCE PROCESS
    map Patient/Caregiver RADIATIONONCOLOGY SURGERY MAIN ENTRANCE LOBBY 1st FLOOR ELEVATOR 13th FLOOR 8th FLOOR PARKINGSTRUCTURE BASEMENT JOURNEY STARS FROM HERE ONCOLOGY CLINIC CHEMOTHRAPY
  •                                    

    HFHS MAP / WAY FINDING ANALYSIS

    Basement:
    Radiation Oncology

    8TH FLOOR: Surgery

    13TH FLOOR : ONCOLOGY CLINIC CHEMOTHRAPY

  • 3.STRENTH & ISSUES

    STRENGTH
  •                            

    ISSUES
  • 3.MARKET

    PERSONA

    John Goldman-Cancer Patient 65 years Educated Workaholic- Stressed Married with 2 Kids Lives in Troy, MI Likes hiking and camping Diagonised with cancer

    Julie Johnson-Caregiver 52 years Works 2 jobs, always on the run. Divorced with 3 grown kids and 2 grandsons. Lives in Livonia Likes gardening Father was diagonised

  • MARKET SEGMENT
  • 5.COMPETITORS LANGUAGE ANALYSIS

    In the area of cancer healing, there are several excellent hospitals competing on the same level with Josephine Ford Cancer Center. Five primary competitors’ websites have been analyzed in their brand language. Information integrity, coherency, consistency and accessibility are the criteria. Each hospital’s heritage, mission, core value, uniqueness, tagline, target audience, website structure and images are taken into consideration.


Second phase:Creating of Brand Essence

We identified the brand DNA as a guideline to follow.

Third phase: Translation of Core Value

Proposals to translate the core value and convey it to patients.

Date

15/03/2014

Category

Service Design / Branding

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