Company: Breast Cancer Care
Company background: We want every person affected by breast cancer to get the best treatment, information and support.
What we do
We combine the personal experiences of people affected by breast cancer with clinical expertise, using this in a unique way to:
provide information on living with and beyond breast cancer
offer emotional and practical support through our services and Helpline
bring people affected by breast cancer together through our services and Forum
campaign for improvement in standards of support and care
promote the importance of early detection.
How we work
We focus our work on the unique experience of each individual affected by breast cancer. We involve people with breast cancer in all that we do. We use our understanding of the emotional and practical issues facing people affected by breast cancer alongside our clinical expertise.
Contact: Anna Brown Title: Digital Community Officer Related URLs:
Lithy category: Social Support Champion 1. What were your organization’s social customer service initiatives in 2017-2018?
To connect more people to expert information and support on a reducing budget
To increase ways our clinical experts can be contacted and engaged with
To extend the reach of the organisation thereby lessening individual isolation
To ensure that our users continue to be at the centre of every
2. What was the most important customer issue you were looking to solve via your digital technology (e.g. community and/or social media management platform)?
Our users are at the centre of everything we do and every decision we make but connecting more people to expert information and peer support on a reducing budget is an increasing challenge and unlike the business world when we’re unable to manage this challenge it has a direct impact on our users emotional being.
People have the option to contact our nurses via email or calling our free helpline, and now thanks to technology they can also contact them via our ‘Ask Our Nurses’ area of the forum. This gives them direct access to our clinical experts through the community forum, they can ask questions at a time that suits them and receive information they know they can trust.
‘Ask Our Nurses’ also widens the support network for the rest of the online community. Not only does the person asking Our Nurses receive the answer to their question, but everyone who reads the question also finds a trusted clinical answer too, and the fantastic SEO impact of community means this impact is felt way beyond our community, enabling anyone looking for help online to find trusted clinical answers.
While the role of our expert clinical nurses is important to our community, we cannot emphasis the value of peer support to our users. Being able to connect with others who truly understand the difficult journey they are on, any time of day or night 24/7 is invaluable. This support is often by way of practical or emotional support, but sometimes our users struggle to find the words they need, or simply don’t feel there are words to express their feelings. Its here that one of our simplest changes to the community has had a great impact. Re-purposing kudos to hugs our users are now able to show their emotional support for each other in a way they previously could not. In the last year alone over 100k hugs where given across our community.
The very popular ‘monthly chemo’ threads are another great example of how community users are supporting each other daily through their journey, our January thread saw 2,281 replies with over 800 hugs shared, these threads are where the family of community truly comes together.
3. Please share customer satisfaction metrics, both qualitative and quantitative, as well as agent and response time metrics (e.g. CSAT, decreased customer complaints, call deflections, agent SLA, manual processes eliminated)
In the year to date our community has received 2.6 million visits, that’s 2.6 million times visitors were able to gain the support of their peers and our nurses, this impact could never be matched by our direct 1:1 service’s.
Other key stats in the year to end July 2018 there were:
>40% of all contact to our clinical experts came from the Forum
1 million posts
16,231 discussion topics
109,298 hugs given
9,249 new registrations (total to date 106,716)
142,502 member entrances
More than 80% of all visitors came from mobile or tablet
But don’t take our word for it, here’s what our users say…
“These forums are fantastically supportive. We are all at different ages & stages of life with different family makeup’s, but are here for each other.” - Jude1962
“I had a few counselling sessions and although I felt it helped I'm not sure that any more would. I'm actually finding this site much more helpful and informative” - Bubbler
“Thanks so very much for such a lovely reply. I’m very happy I found this site, it was the Macmillan nurse who gave me your info & said your "good" people.” - Rictina
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I am doing a bit of user clean up and would like to run a spam quarantine user list so that I can remove them from my registered users list. Not everyone who has been dumped into spam quarantine has been banned. How can I do this? Anna
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Lithium CX Files: Breast Cancer Care Uses Community to Empower Women with Support and Knowledge
“We’re the largest single cancer forum in the U.K.”
Anna Brown – Digital Community Officer, Breast Cancer Care
With Breast Cancer Awareness Month in full swing, we thought there was no better time than now to shine a spotlight on our friends at Breast Cancer Care. Aside from being the bearers of the largest U.K.-wide forum providing support, information, and care to people affected by breast cancer, the team at Breast Cancer Care has truly embraced the spirit of community to help women cope with what can sometimes be the most challenging time of their lives. So, to learn more about what Breast Cancer Care has done to create a supportive network of patients, survivors, and caregivers, we thought we’d take a few minutes to chat with the organization’s Digital Community Officer, Anna Brown ( @AnnaBrown) . Here’s what she had to say.
All About Metrics
Our community is a bit different than other communities. We don’t focus on posts and interactions like many other brands do. Rather, we care more about how many people are actually reading through those posts and the various interactions on those posts. After all, we are a support organization to anyone affected by breast cancer – from the newly diagnosed to those going through treatment, from survivors to their families, and from those with a secondary instance of breast cancer to providing end of life Our goal is to provide as many resources and as much information as possible to help one’s journey through cancer be a little less challenging. So, we need to know that the content we post is not only helpful, but also being read by those who come to our community. Until we moved over to Lithium’s platform, we really had no way of measuring performance at the content level. In other words, we were curious to see the metrics tied to every piece of content within our community. Lithium’s robust metrics system and analytics platform made that possible. It’s as if someone flipped a switch, and suddenly we had so much knowledge at our fingertips. It basically transformed overnight. Now, we have clear data and insights to inform how we build our content program moving forward – and it’s helping us make more of a difference in people’s lives.
We’ve recently learned that over 85 percent of our users access our website and our community via mobile. Unfortunately, our site experience isn’t wholly responsive yet – and I feel as though that by providing a subpar mobile experience, we’re letting people down. Why? Because oftentimes the first touch point many people have with our site or our community is when a woman is sitting in the waiting room after being given a diagnosis. They turn to their phones – because we all have them these days – to get information, to find help, and to feel some sort of reassurance when they are going through potentially the hardest day of their lives. It’s important for us to be there and to provide a seamless journey when women need it most. So, it’s safe to say that my near-term goal is to make sure our entire site experience is mobile responsive. In doing so, we will be able to reach out and support more women than ever before.
Support Comes First
Our community fosters a different kind of interaction, more on the lines of a peer-to-peer support forum. People come to our community for a number of different reasons. However, when they do, they want to hear about real people’s experiences and ask questions to people who’ve faced cancer head on. Our community is all about support. Of course, we provide resources and information to help people understand what to expect as they undergo cancer treatment. But creating a supportive environment where people can find solace in the face of what can sometimes feel like an insurmountable challenge is our top priority. We help empower people facing breast cancer so they know exactly how they can be stronger than it. Our community plays a vital role in achieving that goal.
Want to hear more? Check out the video below to see what else Anna had to say:
ABOUT BREAST CANCER CARE
When you have breast cancer, everything changes. Time becomes measured in appointments. The next scan. The next results. The next challenge. At Breast Cancer Care, we understand the emotions, challenges and decisions you face every day. So, from the day you notice something’s not right to the day you begin to move forward, we’ll be here to help you through. Whether you want to speak to our nurses, download our specialist information or connect with volunteers who have faced what you are facing now, we can help you feel more in control. For more information, please visit our forum here. You can view our website here.
ABOUT ANNA BROWN Anna ( @AnnaBrown) is a qualified psychotherapist and a registered member of the BACP. Anna has worked for Breast Cancer Care for over 12 years and prior to that a background of working in mental health. Anna is passionate about her work and is committed to ensuring that everyone facing breast cancer has the information and support they need when they need it and in the format that suits their own individual needs.
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