Today’s consumers are more diverse, informed and empowered than ever, using many channels that require highly personalized messaging. Achieving your business goals is complex. You need solutions to:
- Expand your service line.
- Acquire new patients.
- Develop and maintain exceptional customer experiences.
- Create trusted content and relevant patient research.
- Accelerate conversion rates.
A journey map provides a strategic framework to manage the channel, messaging and user experience. The journey-mapping process will allow you to target the right customer, at the right time, with the right message and through the appropriate channel.
A journey map helps you identify opportunities and barriers that you may not initially see, and it enables you to craft a very specific strategy for how you can move down that pathway." –Virginia Kafer, Bluespire's Healthcare Strategy Expert
1. Take What You Know – Assumptive Journey
The first part of the journey-mapping process involves bringing about and expanding on what is already known across your organization. You will start with your existing research and elaborate on organizational tribal knowledge to create a picture of the present customer journey.
Then, in an interactive workshop session, you will map this information in what we call an Assumptive Journey. This step is the lens through which you can see how to build a hypothesis of what your organization thinks is happening. But don’t stop here – the next step is the game-changer.
2. Build on It & Validate It – Descriptive Journey
Once the hypothesis is mapped out, it is time to become immersed with the direct actors of the journey. This is the most important part of building a journey.
Taking a human-centered design approach to the journey-mapping process will ensure that people are at the core of your decision-making. It will help you uncover the real human needs that are not being met through your current process or experience, and help guide improvements to address those needs and ensure a more seamless experience for your customers.
By interviewing or observing the actors directly and actively practicing empathy, the original assumptions will either be validated or changed to create what we call a Descriptive Journey.
It is a unique process that takes what you initially thought and combines it with new research to create a well-rounded journey map that puts the person at the center. This step is where the real “aha!” moment is revealed. It is critical to boosting your game.
3. Look for New Insights – Strategic Framework
Your finished descriptive journey map is great way to see the full landscape of a customer’s experience and build a specific strategy around each area of opportunity. At this point in the journey-mapping process, you will discover new insights and prioritize your opportunities for growth.
Bluespire Healthcare Strategists can accelerate your journey.