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One Vision Health
One Vision Health
How to plan patient-centred healthcare content using journey maps and empathy maps
Traditional digital marketing metrics do not always tell the full story for healthcare organisations. In this video, Dr David Sewell, Head Of Digital, explains why behavioural signals, audience engagement and user journeys provide more valuable insight than clicks alone, helping healthcare teams understand whether their content is resonating and supporting stronger digital performance.
Transcript
Efficient planning is a key part of meeting patient needs.
You want to research the questions they're asking and you can use customer experience journey maps and empathy maps to understand their biggest concerns and the stages of the journey where they're most likely to have those concerns.
So by meeting them at each stage of the journey, you can drive awareness of their problem and then you can lead them through to possible solutions.
If they've got symptoms such as abdominal pain, they're going to need much different content to somebody who knows what their diagnosis is and is looking at treatment options.