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Case Study: Baylor College of Medicine – Building on the Latino Legacy

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Background

Baylor College of Medicine in Houston is recognized as a premier health sciences university and is known for excellence in education, research and patient care.

Voted the #2 Best Medical School for Hispanics by Hispanic Business Magazine in 2013, Baylor has developed and implemented a series of Multicultural engagement and outreach initiatives over the years, but needed to build a comprehensive, on-going plan that would prepare the institution to better outreach and serve the burgeoning Latino population in Texas.

Strategy

L2L was engaged  to provide the organization with a holistic analysis of the organization utilizing it’s proprietary Latin Ready Assessment®.

In a three month period, the Agency took an exhaustive look at:

-Environment:  conducted a scan of the community including demographics, competitors, trends, key influentials and more.

-Internal:  top-to-top and front-line listening and walking tours to gain insights and identify recurring themes/opportunities/gaps.

-LRA:  50 participants selected, from c-suite to front line, to participate in this quantitative and qualitative online tool to assess how financially, operationally and emotionally ready the organization is to serve the Latino patient population.

Result

Environmental scan identified patient population and opportunities to access the $2.4B being spent on healthcare in Texas.

Internal scan revealed details regarding Latino legacy initiatives and opportunities to operationalize BCM’s value proposition.

LRA results allowed L2L to identify opportunities and provide detailed plans of action across:

Operations: KPI’s, aligning under national standards, call center and collateral materials in-language and more.

Community Relations:  In-market alliances such as the Texas Hispanic Chamber of Commerce and Univision.

Public Relations:  raise profile of President and CEO at the local and national levels.

New Business:  Diabetes/Cardiovascular Community Patient Engagement initiative linking in  solo practitioners and clinics.

 

Additionally, BCM identified and secured a Business Development Director, directly responsible for Latino initiatives.