Come up with unique activities for the public to enjoy, luncheons that donate proceeds to
breast cancer research, fashion shows, jewelry parties. or offer free giveaway gifts for having a
mammogram at the facility.
• Offer extended evening and/or weekend hours for screening mammograms to cater to the
needs of those women not able to make appointments during normal work hours.
• Constantly communicate with referring physician offices to schedule patient appointments. For
example, every six months the SHWBC central scheduling staff goes out to the offices to introduce themselves face-to-face. This puts a “face to a name” and helps develop a rapport.
• Gather patient feedback and act on it.
their diagnosis to insure they have had
surgery or are scheduled to have surgery.
As an added personal touch, SHWBC
sends a “thinking of you card” six months
after a patient was diagnosed with breast
Patients that have a positive breast cancer diagnosis can also be referred to outside organizations, such as the America
Cancer Society, by the nurse navigator or
the breast surgeon. These organizations
can provide peer-to-peer emotional support or personal needs such as wigs for
Breast centers often face growing competition from neighboring communities
and hospitals, so it is important to take
part in marketing initiatives that highlight what sets the center apart from others.
See Box 3 for some ideas on marketing
One of the best ways to develop an
ongoing marketing program is through
patient feedback. There are many types
of tools available to obtain patient opin-
ions and comments. SHWBC uses three
survey tools to gather outpatient feed-
visit was in writing. They can acknowl-
edge staff members for a job well done
or offer suggestions on how to improve
the experience. Patients can leave their
names and/or numbers if they wish to
be contacted for follow-up.
SHWBC is one of only three facilities in
the state of Connecticut that has a
“mobile wellness coach,” offering mobile
digital mammography to both corporate
accounts and uninsured and underinsured
women. The coach visits community
locations such as local corporations,
churches, and health clinics to provide
convenient access for women needing
annual mammograms. State programs,
such as the Connecticut Breast & Cervical
Cancer Early Detection Program (CBC-
CEDP) and private grants, such as the
Susan G. Koman for The Cure Founda-
tion, are key funding opportunities used
by the SHWBC mobile coach. By com-
bining bone density and cardiac screen-
ing, SHWBC makes the venture more
appealing to the community as well as
Planetree. SHWBC also sets itself apart
from competitors because it is recognized
as a Planetree hospital. Planetree is an
organization based upon a patient-centered
philosophy. It is committed to improving
medical care from the patient’s perspective
and provides an optimal healing environment for body, mind, and spirit. A comfortable private environment with “homey”
details goes a long way to enhance the
patient experience. See Figures 1 and 2 for
• Comment cards. This tool gives patients
a chance to let the center know how the
One of the best ways to develop an ongoing marketing
program is through patient feedback.