Case Study: Dana-Farber Cancer Institute improves patient engagement with Primacy

Dana-Farber Cancer Institute launches site faster with Primacy's phased rollout

Dana-Farber Cancer Institute, a leading cancer treatment and research center, faced a significant challenge: its reputation for handling only the most complex cases made patients with common cancers feel it was an inaccessible option, causing them to seek care elsewhere. To combat this misperception, the institute partnered with vendor Primacy to redesign its digital experience and marketing strategy with the goal of encouraging more patients to reach out.

Primacy implemented a comprehensive solution that involved in-depth research and a redesigned, more personable website. The new digital experience clearly communicated that Dana-Farber was available for all patients, prominently featuring the ability to see a physician or get a second opinion within 48 hours. Primacy employed a phased rollout strategy to efficiently launch the updated site. While specific metrics on patient conversion were not provided in this excerpt, the project successfully addressed the core challenge of patient perception and accessibility.

Dana-Farber Cancer Institute