Case Study
Shaping the Future of Women’s Cancer Care Through Empathy and Insight
overview
Designing a Compassionate Cancer Experience for Women
A regional healthcare system was preparing to launch a new women’s cancer pavilion centered on a specific concept that promised to deliver faster diagnoses, coordinated care, and emotional support. To ensure the new center would meet the needs of patients and caregivers, the organization partnered with our healthcare research experts to explore patient and caregiver expectations, pain points, and opportunities for innovation throughout the cancer care journey.
THE PROBLEM
Bridging Clinical Excellence with Emotional Support in Cancer Care
The healthcare system recognized that while its current cancer services were clinically strong, the patient experience—especially during the emotionally charged period between screening and diagnosis—left room for improvement. Leadership wanted to understand:
- What services and experiences matter most to women navigating cancer care?
- How the new center can best reduce stress and uncertainty?
- What role should design, technology, and human touch play in delivering a better experience?
The goal was to gather deep, empathetic insights to inform the design of a new space that would feel modern, supportive, and uniquely patient-centered.
OUR APPROACH
In-Depth Qualitative Exploration Across the Care Continuum
C+R’s research team designed a qualitative research program that included:
- Webcam interviews with a mix of cancer patients, nurses, and healthcare executives
- A focus on understanding emotional highs and lows across the cancer journey
- Exploration of reactions to their concept for the new women’s cancer center
- Brainstorming around ideal services, amenities, and design elements of the center
The research was designed to capture both the clinical and emotional dimensions of care, with a special focus on how the new women’s center could differentiate itself through empathy, efficiency, and community engagement.
The result
A Blueprint for an Empathetic, Patient-Centered Women’s Cancer Center
The research revealed a clear roadmap for designing a women’s cancer center that delivers both clinical excellence and emotional reassurance:
- Speed Matters: The most stressful moments occur between screening and diagnosis. Patients strongly supported the idea of faster test results and shorter wait times for treatment decisions.
- Design Signals Quality: A modern, spa-like environment signals high-quality care. Patients equated the center’s aesthetics with clinical rigor and excellence.
- Balance High-Tech with High-Touch: While digital check-in and appointment booking were appreciated, patients—especially older ones—still valued human interaction during this difficult time.
- Community and Support: Patients expressed a strong desire for emotional support through survivor groups, wellness services, and educational resources.
- Empathy Is Everything: Small gestures—like holding a patient’s hand during a biopsy or remembering their name—had an outsized impact on satisfaction. Patients wanted to be seen as whole people, not just diagnoses.
- Cautious Optimism About the Concept: While the organization’s concept was aspirational and emotionally resonant, both patients and staff cautioned against overpromising.
These insights helped the healthcare system refine its vision for the new women’s cancer center—ensuring it would be not just a place for treatment, but a sanctuary of support, dignity, and healing.
proven experience
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