Internship Program

May 2018

Northern Ontario Planning Project Cited in Marketing Text

Agnew Peckham's approach to health services planning for six remote Northern Ontario First Nations Communities in the Weeneebayko Area Health Authority (WAHA) region was recently profiled in McGraw-Hill Ryerson's marketing textbook "Marketing the Core", 4th edition by Kerin, Hartley, Rudelius, Clements, Skolnick and Bonifacio.  This text has been adopted by university and community college programs across Canada and benchmarks top Canadian organizations for students.  The text highlights Agnew Peckham's fact-based research process for determininig the healthcare facility requirements in the WAHA region.

Agnew Peckham's approach to the research phase of the health services planning encompassed:

  • Analysis of secondary data including Statistics Canada census information, reports from the LHIN and Aboriginal Affairs and Northern Development, and the Registered Indian Population Growth Scenario
  • Qualitative research that included focus groups and discussion forums to gather insights from healthcare staff, educators, community representatives, and Chiefs and Councils
  • Quantitative survery of the communities to allow for comment on local healthcare requirements as well as changes, additions, and improvements to health care services

Critical to ensuring the accuracy and validity of the research findings was the involvement of local health care providers, residents of each of the six communities for which services were being planned, and the respective First Nations Chiefs and Councils.  Other unique aspects of the research process were the need to address cultural sensitivities, accommodate Cree translation, and suspend activity during the hunting season, the spring breakup, and any special events in the communities.  The final outcome was a successful healthcare service plan for WAHA and the James Bay communities, including Peawanuck, Attawapiskat, Kashechewan, Fort Albany, Moosonee, and Moose Factory.  The plan includes recommendations for a new district hospital and an acute care health care facility.

For more information on Agnew Peckham's health services and clincal program planning services, please contact Lucy Brun (