Weill Cornell Internal/Patient Messaging

Brenda and her team conducted in-depth interviews with 30+ key stakeholders including referring physicians, specialists, patients and administrative staff to identify barriers, motivations, and pain points in the referral ecosystem at Weill Cornell Medicine. This research revealed four critical constituencies and identified high-impact moments and channels, recognizing that in a post-COVID environment, the exam room conversation and post-appointment follow-up processes were the most critical touch points. Solution: The team developed a messaging platform grounded in three foundational concepts: countering the belief that connections are necessary to access top doctors, emphasizing the exclusive access that Weill Cornell patients receive, and positioning coordinated care as superior care. Distinct messaging tracks were created for each constituency, aligned with three key drivers: growth, quality of care, and patient experience. The solution delivered a comprehensive B2B messaging architecture comprising three integrated messaging tracks tailored to each constituency. The messaging platform was designed for deployment across multiple channels.

The messaging platform provided Weill Cornell Medicine with a unified, evidence-based communication strategy addressing patient out-migration across all stakeholder groups. The platform established a foundation for institutional communication that was deployed immediately through existing channels, with particular emphasis on the high-impact moments of the exam room conversation and post-appointment follow-up.