The Value of Customer Journey Mapping in Healthcare
Ask the Expert, with Steve Koch, Managing Director, Cast & Hue
// By Jared Johnson //
Marketers need to focus on the holistic experience of the consumers and patients they serve. It’s not just acquisition but creating long-term relationships with people as they go through the continuum of care. I spoke with Steve Koch, managing director at Cast & Hue, a leading agency in journey mapping, design thinking, and experience design for organizations, including many national and regional health systems. Steve shared some keys to customer journey mapping in healthcare and how it can help us better understand patients’ pain points, friction points, and moments of truth.
eHST: In general, where should healthcare marketers focus today, and how is it different from two to three years ago?
SK: In a lot of ways, two to three years ago healthcare marketers were really focused on catching up with the latest technology and tactics as they were moving from communication to engagement. Over the past few years, we’ve seen a lot of marketing teams reorganized, with a new focus on digital and patient acquisition.
Today, I believe marketers need to focus on the holistic experience of the consumers and patients they serve. It’s not just acquisition but creating long-term relationships with people as they go through the continuum of care. The focus needs to be on lifetime value, and to do that, marketers need to focus beyond campaigns and communication. It is about understanding and designing every touchpoint that a consumer experiences within healthcare organizations.