Drawing upon a study conducted by Health@WPP and Nextdoor, we delve into the emotional and practical challenges faced by cancer patients and their caregivers. Our findings reveal a significant need for accessible, localised support systems that extend beyond traditional healthcare settings. We propose actionable strategies for healthcare companies and hyperlocal platforms like Nextdoor to bridge this gap, fostering a sense of belonging and empowerment for those navigating the complexities of a cancer diagnosis. This project is supported by Ogilvy Health and BAV®.

Introduction

Cancer, often perceived as the "most terrifying of life-impacting events", casts a long shadow over the lives of patients and their loved ones. While medical advancements offer hope for treatment and recovery, the emotional and logistical burdens associated with cancer can be overwhelming. The survey respondents report the critical role of community support in mitigating these challenges, highlighting the potential of hyperlocal platforms like Nextdoor to facilitate meaningful connections and provide tangible assistance.

The emotional toll of cancer

The survey, conducted between July 23-August 14, 2024, among a sample of 1,169 U.S. adults with cancer or whose lives are affected by cancer, confirms the profound emotional impact of a cancer diagnosis. Findings reveal that:

• Over 60% of respondents agree that cancer is the most terrifying life-impacting event, surpassing fears associated with domestic abuse, job loss and divorce.
• 63% of individuals diagnosed with cancer feel completely overwhelmed and 53% feel isolated.

These statistics underscore the urgent need for emotional support systems that extend beyond the clinical setting.

The power of community support

While the emotional toll of cancer is undeniable, the survey highlights the transformative power of community support:

• 36% of cancer patients who received local community support experienced reduced stress, 30% reported less fear and 25% felt less isolated.
• There is a 100% increase in the number of patients experiencing hope when they receive local support.

These findings emphasise the significant positive impact of community on the overall well-being of cancer patients.

Bridging the gap: addressing unmet needs

Despite the clear benefits of community support, significant barriers prevent individuals from accessing and receiving the help they need:

• 59% of cancer patients are uncomfortable asking for help, with women (62%) expressing greater discomfort than men (53%).
• The most desired forms of support include someone to talk to (50%), assistance with chores (41%), help with meals (38%), rides to medical appointments (25%) and childcare (17%).

These findings highlight the need for proactive, tailored support initiatives that address the specific needs and concerns of cancer patients and their caregivers.

Harnessing the potential of hyperlocal platforms

Hyperlocal social platforms like Nextdoor offer a unique opportunity to bridge the support gap by connecting individuals in need with readily available resources within their communities. The survey suggests several actionable strategies:

• Neighbours helping neighbours feature: Implement a feature that facilitates connections between individuals offering specific forms of help (e.g., rides, errands, meals) and those in need within their neighbourhood.
• Conversations about real-lived experiences: Encourage individuals impacted by cancer to share their experiences and needs on Nextdoor within dedicated groups, fostering a sense of community and reducing feelings of isolation.
• Resource hub: Develop a dedicated resource hub on Nextdoor providing access to local support services, transportation options, emotional support groups and relevant information for cancer patients and caregivers.

Empowering healthcare companies to embrace community

Healthcare companies can play a pivotal role in leveraging the power of community to support cancer patients. Some opportunities include:

• Community as medicine toolkit: Develop a toolkit for healthcare professionals that educates them on the survey findings and provides guidance on incorporating community-based support into their patient care strategies.
• Collaborative partnerships: Facilitate partnerships between healthcare companies, community organisations and hyperlocal platforms like Nextdoor to optimise support networks and ensure seamless access to resources.
• Evolving communication strategies: Evolve communication strategies to emphasise empathy, understanding and the availability of practical support for patients and caregivers.

Conclusion

The fight against cancer extends beyond hospitals and treatment centres. By recognising the profound impact of community support and harnessing the power of hyperlocal social platforms like Nextdoor, we can create a more compassionate and supportive environment for individuals navigating the complexities of a cancer diagnosis. The survey findings serve as a call to action for healthcare companies, community organisations and individuals alike to embrace the power of proximity and ensure that no one faces cancer alone.

For further discussion on the survey, please contact Wendy Lund at [email protected] or Christina Peyton at [email protected].

*Source: BAV®, Proprietary Survey, August 2024