Jerilyn Maclaren Hall - Mapping the Patient Journey

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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?

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Jerilyn Maclaren Hall - Mapping the Patient Journey

  1. Walk a mile in my shoes:Mapping the patient journeyMegan GrockiJerilyn Maclaren-HallMarch 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. BreakPlease 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-HallVP, 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

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