"In Mexico, 70 percent of diagnosed cases of breast cancer are in advanced stages, every month that medical care is delayed, the probability of arriving at an advanced age is increased by 1.8 percent" Dr. María del Mar García, Medical Oncology Liaison Manager of Roche Mexico
Research was conducted to understand the organization, its scope, strengths and opportunity areas.
Social media and its impact were analyzed, even the process of a patient was made to understand the touch points during the experience.
The Facebook posts shows events, results of the foundation, alliances with other foundations, clinics or companies. They are mostly photographs and videos.
Competitive analysis was conducted to discover what others are doing and what are the strengths of their actions.
Also in this phase the visual code of the foundation was study in order to realize the impact and the perception of the patient during the chaos that represents know about this illness.
Several understanding maps were developed from research, interviews to patients and staff members were conducted as well as contextual observations.
Co-creation sessions were conducted and through the data gathering during the observation and interviews a Journey map was developed.
The Journey map was complemented with information about all the touch points of the user and the internal process of the organization, this allowed us to redefine and complement the Service Blueprint Canvas.
Observation / Finding:
1. The spaces and geographic location where the sessions are held are not appropriate and inhibit the emotional openness of the users. Because of this, the chances of success of the sessions are minimized.
Wide and designed spaces to optimize the sessions, would maximize empathy and emotional connection with the users, as well as the chances of success of the sessions.
Observation / Finding:
2. Patients with active treatments, state that the main contribution of the foundation towards them is the mood, but sometimes they do not attend because their medical treatments do not allow them.
Maintaining contact with patients even when they cannot attend, ensures a better mood and that they remain involved in the sessions.
Observation / Finding:
3. Patients manifest difficulty attending the foundation due to the location, and because they must take public transportation to arrive. If they feel bad about their medical treatments or nobody can accompany them, they do not attend.
Facilitate the transportation of patients to the foundation, will mean greater attendance and greater attendance in the sessions; what translates into them to a better mood.
Observation / Finding:
4. CIMA Foundation has an important trajectory, experience and develops a great work, however, it requires greater dissemination, exposing the strengths that it has consolidated through various projects, in an integral and not isolated way to achieve greater visibility, reach and followers both in the physical environment as in the virtual one.
A social marketing strategy that integrates the various communication channels to enhance their remembering, engagement and positioning that achieves the participation of all the actors involved in the process.
Ideation sessions were conducted with CIMA staff members and with the design team, then voted for this ideas and priorized it accordingly to the trifecta for innovation.
How might we optimize and facilitate the mobility of patients from their homes to CIMA Foundation.Most of them make journeys of more than 90 min and make more than 3 transfers in public and private transport.
“There are days that I wake up really wanting to go to the foundation, but sometimes I feel so bad after chemotherapy that just thinking about the subway, the bus and everything I have to do to get there, I prefer not to go, sometimes my mom takes me by car but she can't always ”
Shared Mobility
Integral pink transport network: Establish strategic alliances with carriers present in CDMX from both governmental and private instances to assist in the transportation of patients to the foundation's facilities.Involving this type of companies and government instances to a subject as sensitive as breast cancer, in the future represents an open range of possibilities, not only in the mobility of patients to the foundation.
Integral Transportation Pink Network:
Achieve an extension for “pink” trips on existing digital platforms such as: UBER, DIDI, CABIFY, BEAT, etc.Create a campaign “Sponsor a trip for someone with breast cancer”
Generate a shared mobility strategy, with a company like URBVAN so that there are specific and strategic paths for patients
Using platforms like Bla bla car, to create a patient mobility support system offered by civil society volunteers.
To implement, together with the Government of Mexico city, a pink card for patients with breast cancer with exclusive benefits within the entire public transport system.
