The challenge of getting more patients for MR-HIFU clinics
The Philips MR Therapy business unit has global responsibility for Philips Healthcare’s MR-HIFU solution, a therapy that combines magnetic resonance imaging (MRI) with high-intensity focused ultrasound waves. There has long been growing demand for MR-HIFU as it is a safe and minimally invasive therapy for women suffering from uterine fibroids. Since 2004 more than 10,000 patients have been treated all over the world with MR-HIFU.
Even with a proven product and excellent clinical results Philips faced challenges with MR-HIFU. There is great local market variation in the financial framework and referral praxis. Though supported by overall cost-effectiveness data, clinics found it challenging to ramp up patient volume after deployment.
Solving the end-to-end service experience
Kaufmann worked with the Philips Healthcare team, clinic management and head physicians. Particular attention was paid to understanding regional patient flows and barriers to treatment.
Activities started with a regional pilot in Germany to understand the market dynamics and test different approaches. Kaufmann worked together with a clinic in Germany to create a full end-to-end experience for MR patients through both digital and physical channels.
A/B testing of activities was used for different districts and target groups. The needs and expectations of both referring physicians and patients were addressed through targeted campaigns, a direct-to-patient hotline, web-based services, pre-screening protocols, video content and other support materials.
The pilot content and learnings were packaged into a resource and cost efficient toolkit for adaptation in other markets.
Results showed a rapid increase in procedures
- MR-HIFU utilization rate targets reached within first 3 months
- 25 % increase in surgical procedures
- Five-fold increase in embolization treatments
- 65 % of referrals through digital channels
“The pilot was groundbreaking in that we not only managed to radically increase the utilization rate for the Philips technology. We also managed to increase the demand for all treatment options provided by the pilot clinic.”
“We need to be able to convince our potential clients that if they invest in our technology we are still there when the deal is done to help them be successful, both clinically and commercially. Kaufmann helped us build a much stronger business case for our MR-HIFU solution that helps us penetrate new markets globally. This is customer-centricity at its best.”
Dr. Thomas Andreae
Philips MR Therapy