Reframe
Cancer Support
A service strategy and vision for supporting cancer sufferers from diagnosis through post-recovery.
The Challenge
Reframe is a cancer support service available to individuals as part of their employee health benefits package. Upon diagnosis, employees gain access to two years of unlimited, one-on-one support from a dedicated Reframe nurse practitioner/case manager team. Reframe takes a comprehensive and hands-on approach to care, with a mission to provide clinical, practical, and emotional support to their clients based on individual circumstances and need.
At a time when the delivery and consumption of healthcare is changing, Reframe sought to improve, innovate and broaden its ecosystem of (digital and non-digital) service touchpoints and channels. Recognising that the experience of cancer can vary widely across individuals and cases, Reframe needed to deepen their understanding of the cancer experience, and translate that understanding into impactful service strategies for holistic care.
What We Did
We reviewed Reframe’s industry and competitive landscape through desk research and expert consultation, and explored Reframe’s service proposition through collaborative journey mapping, stakeholder and staff interviews, and observation. This context-setting phase was followed by depth interviews with cancer survivors and their carers, exploring the challenges, impacts and needs they experienced from diagnosis to post-recovery.
Result
Our research analysis distilled the diversity of survivors’ experiences and challenges into a framework of key “resilience needs” for coping and wellbeing. We then collaboratively applied the framework (and supporting insights) to the development of a comprehensive service vision for Reframe, comprised of new and evolved service roles, interactions and touchpoints, anchored by an overall service goal of building and maintaining client resilience.