Enhancing cancer care: The Maggie’s model of tailored support and partnership

Cancer care charity, Maggie’s, provides tailored support for cancer patients that complements clinical treatment. Founded in 1996 by Maggie Keswick-Jencks after she was told that she had recurrent breast cancer and only had three months to live, the organisation now has 26 centres linked to cancer centres in UK hospitals. Maggie was ”an incredible woman”, says Dame Laura Lee, Chief Executive of the charity. Drawing on her own experience as a patient and previous philanthropic endeavours, “she decided that what we needed in Edinburgh was a place alongside the NHS [where] people with cancer and their family and friends could get expert support and that led to the idea of the first centre in Edinburgh”, she explains.

The landscape of cancer care has undergone considerable changes over the past three decades with significant implications for healthcare professionals. The incidence of cancer has shifted from one in four to one in two people receiving a diagnosis and a 2 to 3% increase in the cancer population is anticipated by 2040.  While advances in treatment offer more options, improved cure rates, and longer lives, this also places an increasing emotional and psychological burden on patients and an escalating demand on the National Health Service (NHS). Against this background, Maggie’s is “even more needed to work in partnership with our NHS colleagues”, reflects Dame Laura.

Maggie’s offers cancer support through centres located on hospital grounds but physically separate from the hospital premises.  The core aim of Maggie’s is to empower individuals to feel more in control, less alone, and instil a sense of hope, even when facing the immense challenges of a cancer diagnosis, says Dame Laura.

The unique model of Maggie’s originated from the personal experience of Maggie Keswick Jencks. Following a recurrence of breast cancer, she recognised a significant gap: while the NHS provided excellent medical care, it was not equipped to address the broader psychosocial needs of patients. Drawing inspiration from the American approach to active patient participation and leveraging her background as a landscape designer/architect with philanthropic experience, Maggie envisaged a dedicated space alongside the NHS for expert, additional support. Dame Laura, who was Maggie’s clinical nurse specialist at the time, witnessed firsthand this patient-driven push for a more holistic care approach.

A defining characteristic of Maggie’s centres is their deliberate and beautiful architectural design. Maggie Keswick Jencks believed that the typical hospital environment, with its strip lights and lack of natural views, often made patients feel worse. In contrast, Maggie’s buildings are crafted to make visitors feel valued, safe, relaxed, and hopeful, incorporating gardens and intriguing spaces that are both inspiring and beautiful. Dame Laura observed that these supportive environments encouraged patients to share openly worries and concerns they had kept private in traditional hospital settings, thereby helping health professionals be more effective in their work.

The support at Maggie’s is provided by professional experts, including senior clinical nurse specialists, clinical psychologists, and benefits advisors. These specialists assist patients in navigating complex practical issues such as communicating with employers or mortgage lenders, discussing their diagnosis with children, and making sense of overwhelming medical information – a critical function given that “you only retain 10% of what you’ve been told when you’re anxious”, says Dame Laura. The goal is to empower patients, helping them understand their situation and fostering the best possible relationship with their medical team, which is considered crucial for positive outcomes. While volunteers contribute to the warm welcome, the expertise of the staff is paramount, she adds.

Accessing Maggie’s support

Maggie’s is designed to be highly accessible, actively removing common barriers to support. Many individuals are referred by NHS colleagues, including clinical nurse specialists and doctors. Upon arrival, there is no traditional reception desk. Instead, visitors are warmly greeted by staff who lead them to the kettle for a cup of tea, allowing time to relax and feel comfortable before any conversation begins. A key element of this approach is immediate access to a Maggie’s cancer support specialist with no waiting times, and no appointment is needed for subsequent visits. The small, consistent teams ensure that returning visitors are recognised, and their ongoing story, including personal issues like childcare or pet care, is known, fostering a vital sense of trust and continuity of care.

Maggie’s actively champions collaboration with other cancer support organisations, acting as a “roof” to facilitate access to other specialised cancer charities. Their centres house literature from organisations such as Macmillan Cancer Support, Bladder Cancer UK, and Prostate Cancer UK, and they host support groups for charities like Black Cancer Care and Teenage Cancer Trust, providing a professional and appropriate space for these meetings.

Maggie’s is entirely funded by philanthropy and relies on a diverse range of fundraising activities, from substantial capital donations for building centres to community events like cake sales, pub quizzes, and extreme challenges such as ultra-marathons or abseiling. The organisation’s ambitious vision is to establish a centre at each of the 60 UK cancer centres, in addition to its growing internationalpresence. This expansion is driven by the understanding that as the cancer landscape continues to evolve, the need for Maggie’s unique, person-centred support becomes even more vital and necessary than ever before.