How and Why To Create Customer Journey Maps for Hospitals

July 25, 2018
Shawn Gross is chief digital strategist, healthcare practice lead, at White Rhino

Shawn Gross, chief digital strategist, healthcare practice lead, at White Rhino

“Great content marketing starts with understanding the customer’s journey,” says Shawn Gross, chief digital strategist, healthcare practice lead, at White Rhino.

Journey mapping has become a favorite marketing tool for visualizing the customer’s experience. But what exactly are journey maps, how do you create them, and what is the best way to apply them to hospital marketing?

“At first glance, a customer’s journey may seem pretty simple. You offer something, and the customer buys it. But once you get into the details, customer journeys are quite complex and come in many varieties.

“Your customers can come into contact with your organization in a multitude of ways and from many different starting points — marketing, referrals, search, social media, and customer service inquiries.

“No doubt you want to make every experience a customer has as good as it can possibly be. So to make sure no interaction slips through the cracks, we use journey mapping to create a visual representation of every experience your customers have with you. It helps to tell the story of a customer’s experience with your brand from awareness to hopefully a long-term relationship.”

This is important, says Gross, because “researching and selecting a hospital or doctor is an emotional decision, often filled with highs and lows of uncertainty and fear.”

In our new article, Gross discusses ways to use journey maps to better understand customers’ emotional drivers and psychological motivators. He’ll also explain how Ochsner Health System used journey mapping to develop a content marketing strategy to attract customers and drive deeper patient engagement.

Read it now: The Science of Hospital Journey Mapping

Best regards,
Matt Humphrey

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