How Reverse Engineering the Patient Journey Can Build a Better Path to Conversion
Healthcare marketers often capture demand at the moment something in a person’s life creates a need for care.
Lisa Bevere, senior director, digital strategy at Unlock
“Marketers spend their careers learning how to create demand. We build awareness, cultivate interest, nurture consideration, and give people reasons to choose. Much of modern marketing technology exists to make that process more precise,” write Christine Blanchette, VP, digital solutions at Unlock, and Lisa Bevere, senior director, digital strategy at Unlock, in a new article.
“Healthcare gives us a different problem because life creates much of our demand for us. People begin looking for care when pain becomes difficult to ignore, a screening produces an unexpected result, a physician recommends a specialist, or a caregiver becomes concerned about a symptom. Marketing’s job is to recognize the moment when that existing need turns into action and make it easy for the person to reach care.
“That moment should shape how we build patient acquisition campaigns. We need a clear path from the first expression of intent through nurture, scheduling, and ultimately care. The most useful way to design that journey is to start at the end and work backward.”
Read on to learn how reverse engineering the patient journey can shed light on where patients and prospective patients drop out, and what you can do to increase their chances of successfully finding care:
How to Reveal Where Demand Gets Lost: Build Campaigns Backward from Care
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Matt Humphrey
President