How to build a data-driven healthcare content strategy using audience insights and journey mapping

Everything that we do as an organisation is about helping to provide helpful content to audiences and all of this information is steered by quality information and data wherever we can get our hands on it. Businesses will often look at customers and segmentation using marketing methodologies such as RACE which stands for reach, acquisition, conversion and engagement. But if you're the customer then you go through many different stages of experience. If you're lucky enough to already have data on your audiences we can sometimes review that and use that to fit up what we need. We want to develop empathy maps for each of your target audience groups, a snapshot of what the business thinks their customer groups are like. The final level is going and speaking to them directly so if you've got a few customers or a few consumers in different audience segments we will speak to them in free-flowing conversation to find out the wider context about their experiences. And we create customer experience journey maps. We can look at the map from the stages of experience and identify points of intervention, points in their journey where we feel we should be trying to make a difference. By starting from the point of the audience and their needs and their questions your campaigns are more likely to perform better, you're more likely to build trust in your brand and it's more likely to keep that relationship going long term.