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Healthcare sector

Customer journey mapping, although traditionally associated with industries like retail and e-commerce, is increasingly being applied in healthcare to better understand and improve patient experiences. It can provide much more insight into the patient journey.

  • How did the customer interact with the hospital?
  • Which doctors did they see and which treatments did they have?
  • Were they treated in a timely manner or left waiting?
  • What insights can be gained from patient journeys about the success of treatment?

Here are some examples of how customer journey mapping can be utilized in healthcare.

Patient Experience Enhancement​

Healthcare providers can create customer journey maps to visualize and understand the entire patient experience from initial contact to post-treatment follow-up. By identifying touchpoints, emotions, and pain points along the patient journey, healthcare organizations can pinpoint areas for improvement and implement strategies to enhance the overall patient experience. For example, hospitals might map the journey of a patient from scheduling an appointment to receiving follow-up care, identifying opportunities to streamline processes, reduce wait times, and improve communication.

Chronic Disease Management​

Customer journey mapping can be particularly useful in chronic disease management, where patients often interact with multiple healthcare providers and services over time. By mapping the patient journey for specific chronic conditions, healthcare organizations can identify gaps in care, opportunities for patient education and empowerment, and interventions to improve adherence to treatment plans. For instance, a diabetes clinic might map the journey of a patient from diagnosis to long-term management, highlighting opportunities to integrate lifestyle interventions, self-management tools, and ongoing support.

Telehealth and Remote Care​

With the increasing adoption of telehealth and remote care technologies, customer journey mapping can help healthcare providers design seamless virtual experiences for patients. By mapping the patient journey for telehealth visits, including scheduling, virtual consultations, medication management, and remote monitoring, healthcare organizations can ensure that patients receive high-quality care and support throughout the virtual care process. For example, telemedicine platforms might map the journey of a patient from scheduling an appointment to connecting with a provider via video call, identifying ways to enhance usability, accessibility, and patient satisfaction.

Care Transitions​

Customer journey mapping can also be valuable in improving care transitions, such as transitions between hospital and home, or between different healthcare settings. By mapping the patient journey during care transitions, healthcare organizations can identify opportunities to improve care coordination, communication, and continuity of care. For instance, a transitional care program might map the journey of a patient discharged from the hospital to home health services, identifying opportunities to enhance medication reconciliation, caregiver support, and post-discharge follow-up.

Preventive Care and Wellness​

Customer journey mapping can support efforts to promote preventive care and wellness by understanding patient motivations, behaviors, and preferences. By mapping the patient journey for preventive services such as screenings, vaccinations, and wellness programs, healthcare organizations can design targeted interventions to engage patients and promote healthy behaviors. For example, a community health center might map the journey of a patient participating in a smoking cessation program, identifying opportunities to provide personalized support, resources, and incentives for behavior change.

Overall, customer journey mapping in healthcare can help providers gain insights into patient experiences, identify opportunities for improvement, and ultimately deliver more patient-centered care.