Improved clinical outcomes are an important goal of medical technology, but they are not the only driver of commercial success. As healthcare becomes more patient-centric, providers, and the companies that support them, can gain competitive advantage from developing an understanding of patients’ perspectives on illness, diagnosis, therapy, and recovery. Likewise, physicians, nurses, and other clinical staff seek not only technically superior products, but also a better experience in providing care. Journey mapping can help identify these opportunities for differentiation.
The AMS Difference
Mapping the journey when purchasing an airline ticket is straightforward. Mapping the journey, from the perspective of a patient or provider, through a challenging condition like diabetes, obesity, joint replacement, or cancer, is much more complex. Applied Marketing Science (AMS) studies the customer journey at a micro level.
- We use deep-dive methods like ethnographic observation, in-person interviews, online journals, and social media mining to examine the cycle of care from multiple perspectives
- We do more than simply identify journey stages and touchpoints. We explore the tasks and subtasks (i.e., jobs-to-be-done) at each stage, and then create an exhaustive list of customer needs at each stage
- We quantitatively measure the incidence and influence of touchpoints on patient and clinician decisions, and the relative importance of customer needs
The End Result
The most elegant journey maps are of little value unless they are actionable. AMS applies our expertise in product and service innovation to help you plan for better products and customer experiences. Instead of broad themes, we provide insight at the granular level that design teams need to develop features, solutions, and specifications.
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