As the University of Maryland Medical System (UMMS) prepares to expand its Greenebaum Comprehensive Cancer Center, a cross-functional initiative led by the marketing team is placing patient experience at the forefront. By leveraging journey mapping, UMMS is gaining deeper insights into the breast cancer care pathway—aligning clinical, operational, and strategic efforts to deliver more empathetic, patient-centered care.
Jim McMahon, Vice President of Marketing & Communications at UMMS, and Steve Koch, Managing Partner, Cast & Hue, shared the story in their session at the Healthcare Marketing & Physician Strategies Summit, May 2, 2025, in Orlando, FL. Learn more in this article from Strategic Health Care Marketing: More Empathy, Fewer Spreadsheets, Better Cancer Care.