Case Studies

Unversity of Miami Health System (UMHS) realized the healthcare needs were not being met for too many people, particularly the Hispanic population, in Miami Dade county. But why?
It was a complex situation, nevertheless UMHS wanted to do in-depth qualitative research that would give them the insight they needed to successfully fix the problem.
What good is a diagnosis if you can’t cure the illness?
Alchemy’s Mission. The scope was significant. designed an all encompassing qualitiate research study revealed the import discoveries.
Participant perceived something missing from hospitals were missing. A heart. Other hospitals were unfriendly and even turned people awary away if they didn’t have health insureance insurance.
- Hispanics make up 70% of Miami-Dade county’s poputaltion. Hence a high number of Hispanics turned away.
- Who did many Hispanics turn to for help? In addition to God and La Virgen de Guadalupe, many believed angels looked out for them.
- Many Hispanics turned their tightly knit Hispanic communities as major source of medically-related informatioin , help, and support. For Hispancis, their family and community cared about them. Hosptals and clinics didn’t. In fact, many perceived that they weren’t even being seen a person.
- Cross digital use was extremely important for how people found, accessed and acted medical and health related information.
UMHS realized they had to change from “what they were “ to “who they were.” In otherwords, UMHS had to become something that other clinics and hospitals weren’t . Additionaly, UMHS had to convince Hispanics that it was true.
After Alchemy’s qualitative research the answer was clear. UMHS had to reposition itselr
be like an angel – kind, compassionate, and look out for them. But UMHS had to prove it. Alchemy was tasked with identifying what was important and meaningful to people and particualry to Hispanics. Through a ethnographies and interviews UMHS discovered they needed to function cross digitally in order to help people find what they were looking for especially when it came to doctors. They also discovered that people in general thought public hospitals were bad and only the private hospitals (which they couldn’t afford) provided good medical care and had staff that cared. People also didn’t think UMHS was a non-profit hospital because UMHS had such a good reputation. In other words, UMHS wasn’t for people like them. UMHS took and ran with these and other Alchemy key research findings and immediately went to work on what they wanted to become.
The Results
It took time for UMHS to tackle what was a very long to-do list. But they remained committed to changing.
In response to qualitative findings, UMHS did a number of things to demonstrate they were genuine. 1 in 3 hispanics in Florida don’t have health insurance.
They formed partnerships with outreach organizations such as Doc to become involved with underserved neighborhoods. Doc is an organization that forms meaningful relationships with a community through local barbershops. In need of something to brighten your day? Check out www
UMHS’s Miller teaching hospital strongly encourage students to become active in the community and now have a 98% student community involvement rate.
All three specialty hospitals created mobile programs to go into underserved neighborhood to do eye exams, cancers screening and …
UMHS hired additional staff members that reflected the population of Miami-Dade county.
https://umiamihealth.org/en/billing-,-a-,-financial-information/financial-assistance
UMHS overhauled their website to become more effective and also made ipad and iphone devices more functional according to the way people used them.
As soon as UMHS felt they were really walking the talk, they created an inspirational commercial to tell a story that said it all.
Commercial.
Makes your heart smile, right?
Today—
UHealth – the University of Miami Health System’s policy is to provide emergent care and medically necessary care on a non-profit basis to patients without regard to race, creed, or ability to pay.
Partnered with Jackson Health System- Uninsured county residents are eligible for the Jackson Prime Financial Assistance Program, which entitles county residents to free or reduced-cost care at JHS, based on a sliding income scale.
KEEPING THE MAGIC OF QUAKER OATS
In 1877 there was a small mill called Quaker Mill Company that produced oats as a bulk commodity. Then company made an unheard-of transition from shifted from bulk to brand packaging with a strong brand identity. Soon, the Quaker Oats tube shaped package with the emblematic Quaker Man was in nearly every cupboard in America. What was once a simple common commodity becoming a product that mirrored back to average Americans the qualities, they wanted to see in themselves. Unassuming good-hearted wholesomeness, honesty, simplicity and integrity.
Quaker Oat’s journey to alchemy began by being the first to package its milled oats. This innovative concept that allowed people to buy the “oats made by Quakers” in smaller more manageable quantities that would fit in their pantries. Then they further endeared themselves by creating their easy to cook Instant Oatmeal quickly followed by packaging it in individual pouches. This transportability allowed people to take Quaker Oats along with them in their daily lives. Next Quaker Oats realized people loved to add additional ingredients like fruit to their oatmeal. So, they began making individual pouches that contained different varieties of dried fruit and flavor. Now people could eat their favorite combinations without having to bring along the ingredients. With the emergence of the microwave came a unique opportunity to further cement their chemistry with American. It was through this series of planned an unplanned development that Quaker Oats formed an alchemy with over 8 million Americans.
But the breakfast category continues to be increasingly, and blisteringly competitive. While 7 out of 10 people were eating 10 or more portions of Quaker Oats a week, the slew of new breakfast foods was changing the breakfast food landscape. Now Quaker Oats was facing the challenge of maintaining its alchemic. But how?
Every brand struggles with staying relevant. And it has always been the brand that has had to make changes to keep in step with cultural trends. However qualitative research revealed to that people were discovered that people didn’t pay attention to the directions printed on the packaging. Instead, they were experimenting with different ways of making Quaker Oats for breakfast. Not only that they were using Quaker Oats in novel ways to create non-breakfast foods. For them, Quaker Oats wasn’t just for breakfast anymore. Now it was also for lunch, snacks, appetizers, desserts and dinners. Quaker Oats didn’t have to do any steering. People were doing it for them on a mass scale. Not only that the online volume of sharing Quaker Oats recipes was extraordinary. All Quaker Oats had to do was give them free rein with their brand and cheer them on.
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The “Bring Your Best Bowl” campaign elevated and gave a platform for people to discover and share their recipes. They created a contest for people to enter their creations and a total of $250,000 would be awarded to the top three winners. In addition, the winning recipes would be packaged and sold in stores across the U.S.
The submissions poured in.
Coincidentally, there happed to be a growing popularity and fascination with cooking shows. Because of the pandemic, people had begun cooking at home and the popularity of cooking shows skyrocketed. Cooking show personalities were fascinating people with all their creative combinations and fueling creativity in the kitchen. Being that the kitchen strongly associated with comfort, security, and family, it was a perfect canvas for Quaker Oats. And “Bring Your Best Bowl” caught on like wild fire.
The beauty of this campaign is that it interacted with a wide swath of the population. Suddenly people from all walks of life and cultures started posting their own Quaker Oat recipes for everything from desserts and protein drinks to appetizers, dinner and snacks. Recipes ranged savory Quaker Oats Breakfast Bowl (using spinach, tomatoes, and mozzarella), Meatloaf, Overnight Oats, to Oatmeal Pancakes, Energy Bites, and Hummus.Cookies, bars, muffins, overnight oats, and on hot summer days cold oat shake.
The Quaker Oats company has been a trailblazer in the breakfast cereal industry in a number of ways. They have a history of being at the front end of innovative marketing strategies which have helped them cement their place in the hearts of many who consider a bowl of Quaker Oats part of a quintessential American breakfast.