MD Anderson Cancer Center used experience mapping to understand patient experiences and improve marketing and operations. Interviews with proton therapy patients revealed that most learned about the treatment online and selected MD Anderson for its precision and reduced side effects. The mapping identified key touchpoints and opportunities for improvement, such as expanding the website and improving communications. Changes from the mapping led to increased marketing effectiveness and improved clinical operations, including a new pediatric play area. Experience mapping provided insights that enhanced patient experience and demonstrated value across the institution.