Whether you’re sick, healthy, or somewhere in between, navigating the world of healthcare and hospitals can throw anyone for a loop. Patient journey maps are invaluable for healthcare organizations of all kinds. In this workshop, we’ll work together to build a journey map based on our collective knowledge of the patient experience, the various touch points involved, and the roles they play. We will also look at how the journey map differs according to specific conditions (e.g chronic health issues or point of need). Outputs for the session will cover the following topics: 1.Understanding the value of journey maps, and how and when they can be used by various types of healthcare organizations. For example, for design adherence programs, to determine referral processes, and to ensure more patient friendly hospital experiences. 2.Creating a journey map: research techniques, from guerilla research to strategic research. 3.Maintaining the steady state – how do you keep your journey maps current? How do you convince other organizations to adopt them?

1. Walk a mile in my shoes:
Mapping the patient journey
Megan Grocki
Jerilyn Maclaren-Hall
March 27, 2012

2. Welcome! Goals for this Workshop
 Understand What a Patient Journey Model Is and Why
They are a Valuable Resource for Your Organization
 Articulate the Key Steps in Developing a Journey Model
and How to Leverage Existing Knowledge Capital
 Recognize the Different Kinds of Journey Models – and
How to Select the Right Approach for Your Organization
 How to Socialize Your Patient Journey Models and Make
Them Simply a Part of How Your Organization Works

3. What is a Journey Model?
+

4. What is a Journey Model?
 The story of an audience,
the path they are traveling,
and how they are traveling
it.
 The story is based on
insights derived from both
quantitative and qualitative
research methods.

5. What Do They Inform?

6. How Do They Help?
 Align stakeholders (and the business) around a
shared understanding of the audience and their goals
 Ensure tools and programs are designed to solve an
audience-driven need while at the same time
addressing business goals and objectives
 Provide direction on where to invest time and money
when creating new or evolving programs and tools
 Provide direction on which channels to target
marketing programs at for specific audience types
 Assess he success of various efforts (e.g. marketing
campaigns, website performance)
 Focuses decisions on facts, not assumptions

7. So, Where Do You Start?

8. So, Where Do You Start?
 What questions do you need answered?
 Who can best tell that story?
 What style or method will ensure your
audience understands that story?

9. A Note on Templates, Approaches, and Styles…

10. WHO? (10-15 min)
 The Scenario:
You have been tasked with designing an
adherence program. You have noticed that
patients with <condition x> have significant
challenges staying connected to their health
management plan once the awareness event
has taken place.

11. WHO? (10-15 min)
 Break into groups and consider the following…
 Who is your patient?
 What are your patient’s health objectives?
 What are the various challenges your patient faces as
part of managing their condition?
 How does the list vary from condition to condition?
 What will your journey map need to highlight in order to
connect your audience to their story?

12. What Else Do You Need to Keep in Mind?

13. What Else Do You Need to Keep in Mind?
MOTIVES +
NEEDS +
ACTIONS +
EMOTIONS +
PERCEPTIONS +
TOUCH POINTS
= EXPERIENCE
Source: Jamie Thomson, Mad*Pow

14. HOW? (25 minutes)

15. What Do You Know? (Or, Let’s Not Reinvent the Wheel)

16. What Don’t You Know (Or, What’s Missing?)

17. Break
Please be back in 15 minutes

18. How Do You Emotionally Engage Your Audience?

19. How Do You Emotionally Engage Your Audience?

20. How Do You Emotionally Engage Your Audience?

21. How Do You Emotionally Engage Your Audience?

22. How Does Thomas M Become Part of the Process?

23. How Does Thomas M Become Part of the Process?
Strategy and Design Development
 Participates in all planning and strategy  Prioritizes
projects, concepts, features,
sessions and tools currently being added to the
development pipeline
 Defineswhat needs to be done as well
how it gets done  Testsall deliverables (concepts, features,
and tools as well as engagement models,
 EstablishesKey Performance Indicators
programs, etc) to be implemented to
(KPI’s) and how best to measure against
ensure they are engaging, effective, and
them
easy to use
 Servesas an ambassador for all
 Answers questions on current iterations
programs and tools introduced into the
as well as plans for future release cycles
journey model
 Informsstandards and governance
models to ensure consistency and
sustainability

24. Once Upon a Time (45 min total)
 It’s time to actually build out your journey map!
 Who is Your audience?
 What are they most interested in learning?
 How do they learn best?
 What do you need them to walk away knowing?

25. Now That Your Models are Complete, What’s Next?
Assign an owner, keep them<Checklist style>
current
Give them a seat (and a voice) at the table
Develop a “performance” plan – how will you measure
their success? … then assess, measure, and evolve!
Develop a set of standards for how other models should
be developed – as well as how they are used
Build a case study and Tell The World!

26. Thank you!
Jerilyn MacLaren-Hall
VP, Experience Practice Lead, Sachs Insights
jmaclarenhall@sachsinsights.com
www.sachsinsights.com
Twitter @ jmmaclarenhall
Megan Grocki
Experience Design Director, Mad*Pow
mgrocki@madpow.net
www.madpow.com
Twitter: @megangrocki