Understanding why customers behave the way they do can be extremely valuable for organizations. In fact, companies that focus on how and why customers make decisions and interact with businesses, also known as the customer’s journey, reap over 50 percent greater return on marketing investment than those who do not.
Any industry can benefit from mapping the customer’s journey, and healthcare is no exception. The truth of the matter is, many healthcare organizations provide excellent clinical care but fall short when it comes to administrative experiences. A lot of potential customers never become patients, and a lot of current patients lose contact with the healthcare organization simply because administrative departments do not know how to engage or communicate with them.
Using journey maps as a guide, healthcare marketers can implement programs and processes that deliver timely and relevant information and fill gaps that cause leakage in the customer’s experience. This practice can help to improve pre- and post-clinical engagement, as well as further population health initiatives.
Let’s look at the benefits of customer and patient journey mapping and how this exercise can help improve engagement and population health initiatives: More