We provide the patient's
point of view.
Being a patient-centered organization has never been more important than it is today. We are your partner in delivering on that ideal.
Today’s leading health organizations recognize that the key to improving quality–and safety–while reducing costs is to put the patient at the center of their business. However, after decades of provider-centered health care, that is often easier said than done. It’s a constant challenge for health care marketers to understand the needs and desires of patients every time they touch their brand.
What is CamposHEALTH?
Our diverse team of seasoned health care researchers and strategists help hospitals, health systems, insurers, medical device manufacturers, and pharmaceutical companies develop the insights-driven strategies necessary to approach their customers and markets in a patient-centered way.
From brand planning to patient and user experience planning, we have the tools and the talent necessary to dive deeply into your patient’s mindset and reveal category-changing insights. And, rest assured, CamposHEALTH has all the necessary certifications and privacy protections to safely manage large amounts of patient-specific data and engage directly with those patients on your behalf.
Which types of specialized health-related products and services does Campos offer to clients?
PATIENT JOURNEY MAPPING
Before treating the patient, we need to start by diagnosing the problem. Patient Journey Mapping is a diagnostic tool.
CamposDATADIVE Health care patients leave digital footprints of their experience each time they engage with a health care provider. At Campos, this existing data is the foundation of our diagnostic and mapping process. Whenever possible, and with full and transparent patient approval, our research team will use your transaction-level patient data to construct a visualization of the actual journey the patient has taken over time. This may include claims data, call center data, outreach data—whatever information your organization has related to touch points with the defined patient groups.
By working with a defined group of patients and using enhanced visualization tools, Campos can identify behavioral patterns in the data. For example, we have analyzed data in which the majority of cancer patients demonstrated very low activity or claims until suddenly a cancer diagnosis appeared. Those patients’ experiences differed significantly from cardiac patients who had been in care for diabetes for decades. When appropriate, we can also overlay external data to better understand your customer and market with household-level profile information on lifestyle, entertainment, and brand preferences, and potentially many other attributes that enable us to better understand the group we are studying.
CamposQUAL+ With guidance from the patient data, we use qualitative research to learn more about what customers think and feel. We provide patients with an interactive screen of their actual data and let them explore. This allows the patient to click through to see what precipitated an ER visit, for example, or what diagnostic tests they had last year.
As we remove the necessity of remembering what they did, we open up their ability to share why they did what they did—and how they felt about it. Unlocking emotional moments allows us to immerse ourselves in the customer’s experience and diagnose the pain points and opportunities that must be addressed to improve the experience.
CamposJOURNEYMAP The output of the data and qualitative research is a patient journey map. Every map we create is unique, but all of them communicate a detailed understanding of what was happening, who was involved, and why things happened the way they did. Most importantly, you will know what the patient thought and felt at every step of the process. The journey map will clearly visualize the patient’s experience today, highlighting both pain points and opportunities for improvement.
PATIENT EXPERIENCE PLANNING
Research demonstrates that improving the patient experience has the expected outcome of boosting satisfaction measures, but studies also show that improving the patient experience raises safety and quality outcomes, and increases the bottom line. Right now, your organization likely has the power to differentiate from competitors on the basis of your customer experience. And this is the focus of Patient Experience Planning.
Once a diagnosis has been made through journey mapping the current experience, the health care strategy team may engage with you to deeply examine the key areas identified as in need of improvement. Through our secondary team, we may bring best practices to bear and review how competitors are managing the same issues. Using human-centered design tools and techniques, we will work collaboratively with you to visualize all the possible ways to re-engineer the customer experience to be both a competitive differential and a driver of financial success.
We have a specific understanding of what a “brand” is. Your brand is the discipline that guides the way your organization thinks, acts, and, ultimately, communicates.
CamposBRANDPLAN We explore every dimension of your brand from the inside out. If your brand is to authentically reflect who your organization believes itself to be, the process starts with your internal stakeholders: doctors, employees, administration, and board members. Then we look deeply at both the needs of your patients (and prospective patients) and the competitive opportunities presenting themselves in your particular market.
There are three distinct stages of CamposBRANDPLAN:
I. Internal Discovery and Context Research. Internal Discovery includes stakeholder feedback, internal SWOT analysis, and determining your mission, vision, values, and voice. Context Research sets the framework for the brand plan through CamposCONTEXT360°, a thorough analysis of existing secondary research, and CamposDATADIVE. The goal is to gain a complete picture of the internal and competitive environment affecting the brand.
II. External Research. Qualitative research is used to gather direct feedback from key target audiences. Quantitative research is undertaken to provide actionable and statistically valid insights. At the end of this stage, we create a thorough and illustrative portrait of who your customer is today and who they could be tomorrow, which will inform and impact the direction of the brand.
III. Synthesis and Action. During this stage, we will synthesize, cross-reference, and integrate all of the findings from the internal and external research to create a coherent, actionable brand platform that will inform the final strategic planning document. There are five steps in this process: define the competitive advantage, define the brand platform, establish strategic objectives, collaborate on action plans, and collaborate on financial models and scorecards.
HEALTH INDUSTRY RESEARCH
Campos is a strategy firm with deep roots in research, which we believe should inform all planning functions and strategic decisions. Our capabilities are therefore quite broad.
CamposDATADIVE In addition to our work with patient transactional data for patient experience planning, Campos has a comprehensive understanding of the opportunities for analyzing secondary health care data to help inform strategic decision-making. Depending upon the state in which your organization is located, a variety of sources are available to track hospital level utilization, and national data about safety and satisfaction are also available for analysis. Our analysts can interpret this information in ways that add value to your planning process.
CamposQUANTx From brand equity to annual tracking studies, from patient experience validation to new product feasibility studies, Campos performs hundreds of research studies across a wide variety of industries every year. Quantitative data provides the kind of reliable information to generate confidence at scale.
CamposQUAL+ The methodologies for qualitative research have exploded in the last ten years—and we use them all. From in-home to ethnographic research, including, for example, videotaped family dialogues, mobile diaries, and platform-based week-long customer engagement, the Campos qualitative team is expert at selecting the right methodology for your unique project.
CamposUX-R The ways in which your patients are experiencing your brand have never been more digital, particularly in health care, as more diagnostic services are offered via digital technology. The Campos User Experience team helps insure that a patient’s digital experience of your brand is as patient-centric as your in-person experience desires to be.
Consumer Device Testing Campos has partnered with health care device companies to test new products on humans for more than 10 years. From sleep apnea and insomnia to infertility, we recruit and manage the right populations necessary to accurately test the usability of a wide variety of medical devices.
A.J. Drexler CEO & Chief Strategist
For the past twenty-five years, A.J. has focused her work, within both the ad agency and market research sides of the business, on deeply understanding the customer in order to inspire brand and marketing strategy that drives genuine results. She is accomplished in using all forms of data to uncover marketing insights, conducting all forms of qualitative research, and loves swimming around in the cross-tabs of quantitative projects to find clues to future behavior.
A.J.’s 25 years of experience in research, strategy, and planning for hospitals of all sizes (200 beds to 2500) includes specialized work across many organizations in cardiac care, orthopedics, maternity, oncology, diabetes, home health and diagnostic services, and hospital-related foundations or non-profits. Her clients have also included community-based and tertiary cancer centers across the U.S., drug and alcohol rehabilitation facilities in multiple markets, and a variety of health plans (CareAmerica Health Plan, Great Lakes Health Plan, Highmark Inc and Highmark Health, et al.), and she has led our team in working on a variety of consumer facing medical devices.
Stephanie Zanin Director, Strategy Services
Stephanie leads our strategy services, overseeing the management of multi-modality research initiatives and ensuring the delivery of actionable strategic insights to our clients. Stephanie worked for 10 years as a strategic planner in the advertising agency world, during which she honed her skills identifying meaningful consumer insights and translating those insights into communication and marketing strategies for clients. She is adept at understanding how consumers connect with brands and brings to the team significant experience in brand positioning and planning. Stephanie has worked on a wide variety of regional and national B2C brands in categories including healthcare, education, retail, and durable goods.
Susan Topel Senior Director, Quantitative Research & Data Analytics
Susan leads our quantitative research services group in delivering the highest quality insights through best practices with survey instrumentation and analytic planning. She has over 20 years of primary marketing research experience in an array of industries, with healthcare, managed care, pharmaceuticals, and utilities as her specific areas of expertise. Susan brings to our team her extensive experience designing and directing complex, primary market research projects featuring a full range of quantitative components. She excels at transforming advanced analytics into a compelling and clear story to generate recommendations for product placement, positioning, and brand management. Her competencies extend to qualitative research and understanding the integration of exploratory qualitative insights into robust quantitative validation.
Patient Journey: Making a Difference in Diabetes Care Overnight
Diabetes can seem intractable. But by engaging patients in what matters most to them, Campos discovered that patients’ mindsets at the time of diagnosis profoundly influenced their long-term success in managing their disease.
Our data analysis as well as qualitative and quantitative studies revealed that the patients most motivated to change the course of their disease are most influenceable at the time of diagnosis. Unfortunately, however, in our current health system there is typically a significant gap in time between diagnosis and engagement with a diabetes professional. Further, rather than expressing the appropriate level of urgency when they finally see the diabetes patient, physicians tend to downplay the need for immediate action. As a result, the most valuable opportunities to promote long-term success are often lost. Integrated health systems have the power to change this equation by guiding patients with positive A1C tests into a doctor’s office within hours rather than weeks and fostering a culture that understands the need for urgency in diabetes care.
Defining Brand Equity in Rehab
From changing consumer perceptions to expanding treatment options, the drug and alcohol rehabilitation industry is undergoing rapid change. Campos worked with a leading provider of inpatient and outpatient care that needed to respond to the shifting market and redefine their brand.
Scientific advancements, along with the opioid epidemic in many parts of our country, have forced a re-evaluation of the causes of and treatments for addiction. Aligning the interests of the many stakeholders involved in providing addiction care is a challenge to every organization. What does the brand stand for? Do they represent the tried and true way of helping people through addiction, or are they embracing new brain and addiction science with the risks that may involve?
Using Healthcare Data to Find Insight in Patient Journeys
: While engaging directly with patients is critical to understanding their journey, the road they have traveled is often much more complex than the patient can communicate in real time.
Unlike businesses in many other consumer categories, health organizations have access to transactional details of the user experience through both hospital and insurance medical records. At the patient level the data can, for example, clearly demonstrate the ramp up of healthcare activity for a diabetes patient who ends up with an amputation vs a patient in consistent care over time. Or identify this difference in experience between the Medicare Advantage patient and someone with basic coverage. Using patient data to eliminate the need for recall is not just a matter of convenience for the patient, it is the gateway to helping focus consumers on their thoughts and feelings about the experience. Patients are presented with intuitive and interactive visualizations of their historical journey, taking away the need for them to remember facts and opening them up to much more complex discussions about their emotions and mindsets as the experience was unfolding—the things that matter most in the customer experience. At Campos we have all the necessary certifications and privacy protections to safely manage our health care clients’ patient data and visualize it in ways that are meaningful to patients.
Building a Health Care Brand After a Merger
As competition drives more and more providers and insurers to unite, the need to align under one single brand is acute.
When providers and insurers come together, they often bring very different brand attributes. Identifying the best of each of them and defining a brand strategy where both can “win” is critical to both employee engagement inside each organization and to consumer/patient engagement from outside the organizations. The CamposHEALTH team has experience with this, having led the brand planning efforts for one of the nation’s largest health insurers as they became an integrated health delivery system. Our deep understanding of the brand equity that each partner brought to the merger was critical to helping this organization maximize its strength in the market. Campos developing the brand position, brand messaging structure, and brand architecture.