Helping in humanized, personalized care for patients battling post-laryngectomy cancer

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Client relationships are a challenge for every segment of the economy, as we know. However, when it comes to the health sector, especially in cancer treatment, it is not enough to be fast and efficient: care must be personalized and HUMANIZED.

Dealing with someone who has been debilitated, going through one of the most difficult struggles of their life, means it is essential that they feel they have someone with them who understands their story, who knows their name, who remembers conversations they have had, their difficulties with cancer. Humanized care here is essential.

After all, we live in a time when artificial intelligence is progressing and robots with standardized responses are ever more present… For this type of patient, such a solution is unthinkable.

So, here we have a successful case study, the kind that we are very proud to share.
Atos Medical, a company of Swedish origins and leader in Brazil in solutions for patients undergoing laryngectomy and tracheostomy, needed to adopt a strategy that would allow more personalized communications with laryngectomy patients – in this case, undergoing surgery to remove all or part of the larynx, usually caused by cancer of the larynx.

According to Brazil’s National Cancer Institute (INCA), by 2025, 704,000 new cases of cancer
will be discovered in Brazil. Although laryngeal cancer accounts for a smaller proportion, the estimate is that 1,500 people a year undergo laryngectomy and tracheostomy surgery. There are now between 7,500 and 10,000 patients who have had laryngectomies in Brazil.

The challenge was, therefore, to have quick access to case records, comply with data protection laws, and ensure that the sales team made further progress in loyalty.

Atos, Tuvis is here to help!

In September 2022, Atos started using the technology platform developed by Tuvis that integrates CRM systems, such as Salesforce and Microsoft Dynamics 365, with WhatsApp. Since then, 90% of communications with patients and entities related to laryngeal cancer have been through the app. In six months, loyalty increased by around 30%.

“Communication with a patient who has undergone laryngectomy must be highly personalized because they have to understand that we are a company that will provide quality of life after surgery, that they will be able to talk again,” explains Caroline Caserta, Customer Care Manager at Atos Medical. “WhatsApp has become a great tool in this process. In this period, we have exchanged almost 50,000 messages, and having humanized contact with this patient profile is priceless.”

She further explains that some of these patients are not only people who need
attention but are often also from humble beginnings and in WhatsApp find a simple way to communicate. “In some cases, we subsidize the cost of the prosthesis, with the help of some associations, because people do not know that they have a right to rehabilitation in the Brazilian public healthcare service (SUS), or paid for by their health insurance,” explains Caroline.

This type of partnership serves to underscore that Tuvis believes in personalized, humanized service and, of course, the human factor as the main tool to optimize artificial intelligence.

“We are working in the opposite direction to the chatbots that have emerged, theoretically, to replace human professionals. At Tuvis, we follow the opposite path: we use technology linked to humanization to personalize communication,” says Rodrigo Lattaro, Global VP of Growth Marketing at Tuvis.

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