Workshop Materials from a recent workshop given by the Sachs Insights team and MadPow team about patient journey map design - how you design them, the role they play in an organization, and what makes a compelling story.
Gelb patient experience mapping promotes empathy and revenues
Mad Pow Workshop Vf Copy
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
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.
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
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?
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?
13. What Else Do You Need to Keep in Mind?
MOTIVES +
NEEDS +
ACTIONS +
EMOTIONS +
PERCEPTIONS +
TOUCH POINTS
= EXPERIENCE
Source: Jamie Thomson, Mad*Pow
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,
Establishes Key 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!