Experience Mapping Adds Value to Your Marketing Efforts
What is experience mapping? This is a marketing analytic technique that allows you to identify the communication channels and categories of service that individuals move though in a relationship building process. It allows you to more fully understand visually the relationship, and messaging opportunities. Created originally by the Boston Consulting Group for retail shoppers, I have taken the concepts and applied to healthcare. This analysis can be used for any audience or service-line. For our purposes today, here is a simplified version of a patient experience map. First create a chart that contains 5 columns or more and three rows. Each column is a different chevron and each row contains different information. Touch points can be in multiple columns. What an experience map looks like: The Patient Experience First column first row box: Relationship I initiation First column second row box: Patient is exposed t o hospital information First column third row box: Referral Touch Points :...