I had the opportunity to discuss the idea for a new cancer center with a healthcare system. The team consisted of the CFO and COO, a couple of the medical directors, several VP’s from service lines, and the marketing team.
The team was very prepared and presented me with an amazing amount of information on the what, where, why for the cancer center. They had some very robust information on what was going on in their marketplace. What some of their competitors are trying to do with cancer care, and how a new cancer center built in the last 18 months has created the need for them to act accordingly.
Everyone had their list of all the inputs that they feel needs to be a part of the new cancer center. The technology, the specialists, the types of treatments. They even had a preliminary design that they had worked through with an expert architecture firm.
So I asked, why are you talking to me? It appears you know what you want, and have already made the decision on what you are going to do. So what do you need of me?
They responded, “Based on your expertise, does this make sense to you? Are we making the right decisions?”
I responded by drawing the following for them:
You have a structure with a bunch of things that you want to put inside of it. You have an idea of what is going on with other similar boxes. You know that there is another box in the community that is relatively new. It appears as if you have all spoken and have a direction of how it needs to look, feel, and be arranged.
My honest opinion is that I have NOT seen anything in this presentation that shows you understand how families, businesses, patients, and consumers of cancer services want to use your “stuff.”
The room went silent. I could tell I hit a nerve. I told them that what they have is very manageable, but it isn’t anything special. It’s a box. It has a bunch of things in it. Yet it is still a box. I don’t do boxes.
The beauty comes when you know why people walk through your front door. Where did they come from and where are they going next. It comes in having an intimacy in understanding how they think, feel, react, and what they expect from your services. It comes in anticipating their needs before it even comes up and delivering the content in a manner that is easy, simple, and available.
If that is what you want, then I suggest you scrap what you think you know, and begin with the people that matter the most, those that live in your community.
I may not get the chance to co-write this story. However, not all stories are meant for me to author. I have my own writing style. I often write outside the margins. It may even be unconventional.
However, I do not write for the masses. My stories are intended for those that want to serve the end user first, and figure out how to seamlessly integrate everything else in a simplistic experience.
I hope I get to help write a chapter 2 to this story.
As always, you can feel free to contact me at: CANCERGEEK@GMAIL.COM or follow me on twitter @cancergeek
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