Innovative solutions yield measurable results. 


Procure Treatment Centers

Headquartered in Oklahoma City, Oklahoma, ProCure provides complete services to cancer patients through its proton therapy facility. Proton therapy works much like X-ray therapy (photon therapy), but is less invasive because less healthy tissue is destroyed during treatment. John Cameron, Ph.D. created ProCure, as he says, “to move proton therapy from research hospitals, where it had its development, into the mainstream.”

The Challenge

“ProCure is dedicated to bringing proton therapy to patients using a comprehensive approach which provides state-of-the-art proton therapy in a healing environment,” the company notes. Because of the relatively new nature of the treatment, and the fear and difficulty in dealing with cancer for both patients and family, ProCure understood that it had to work to make the customer experience as supportive and empathetic as possible. “Patients are our primary focus,” states ProCure’s approach to cancer treatment. “Approaches at the centers have been created to support exceptional patient care. Medical teams are committed to ensuring that patients’ needs are met, their time respected, and their dignity upheld.”

The Strategy

Provide a complete solution for patients undergoing treatment, building a positive, nurturing experience for both physical and emotional needs. A senior leadership team approached the challenge using these tactics, among others:

  • Develop customer-centricity from the very beginning. ProCure began with a vision as stated in its motto: “Precision Therapy. Passionate Care.” As a company moving from research to functioning centers, ProCure took the opportunity to design the customer experience in all elements of the centers execution. In one way, customer experience was built literally from the ground up. The design of the first of several planned centers integrated a customer-welcoming atmosphere.
  • Build the experience across all touchpoints. ProCure VP of Marketing Melissa Sturno and her team and consultants conducted extensive experience mapping to identify the five areas most important to patients, and then conducted extensive research to identify significant customer-experience touch points within those areas. The team discovered 26 touch points to address within the customer experience context.
  • Engage in continuous employee education in customer experience. Initial training for frontline employees included stressing the company’s values, and instruction on finding and demonstrating appropriate levels of concern and empathy so patients will feel that they are the only ones that matter. Even the doctors themselves were considered frontline (as indeed they are), and received customer experience education. Follow-up training includes quarterly offsite coaching.
  • Make the patient comfortable at every turn. The customer wants that comfortable chair that we’ve described in crafting innovative experience. In addition to conducting focus groups, ProCure customer experience designers visited cancer patients in their homes. No detail of stress reduction was overlooked, including instituting appointment-scheduling efficiencies to reduce distractions. ProCure works to answer as many questions in advance with such tools as a robust informational web site and an informational on-site welcome kit that introduces patients to the local area so that they can feel better at home. 

"They have been with us since the inception of customer experience at our organization which enabled us to leverage the best practices across many industries to exceed our customer’s expectations."

Melissa M. Sturno

Vice President, Marketing