Improve vaccination experience with customer journey insights

•

1 like•308 views

Gabor Purman, MD, MBA

Private & Confidential © 2015 CreateHC Ltd.
Vaccination
will be a
positive
experience! Commercial and behaviour change
professional
Gabor Purman

Private & Confidential © 2015 CreateHC Ltd.
 Listen more to all customers
 Identify pain points
 Implement solutions
Vaccination will be a positive experience when

Moments of Truth
Pain Points
Negative
experience
makes customer
unhappy
Positive
experience
makes customer
happy

Pain Points
Select
Order
Pay Deliver RefundReturn
New
order
Moments of Truth

Private & Confidential © 2015 CreateHC Ltd.
Vaccination Journey Research
Focus groups
Rational and emotional insights

Pain Points
Aware
Seek
advice
See
Nurse,
Physician
Buy Administer Side
effects
Moments of Truth Parents
Hesitancy

Pain Points
Order Store
See
Patient
Paper
work
Administer
Side
effects
Paper
workConvince
Moments of Truth Physician, Nurse

Confidence
Belief in efficacy
Belief in authorities
Belief in safety data

13
6%
17%
0%
10%
20%
30%
40%
Control group Publicied clinic Clinic with lentils
Vaccination rate
38%
Rx: Human Nature,
How behavioural economics is promoting better health around the world by
Nava Ashraf,
Harvard Business Review, April 2013
Effort

1. Explore ALL customers
journey
2. Develop solutions for
pain points
3. Do it well before
launch

Thank You!
Gabor Purman MD, MBA
purman.gabor@gmail.com
+44 7557 310 384
Skype: purmangabor

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