It’s every marketer’s desire to predict the ways people become aware of, engage with, use, and ultimately become loyal to their brands. It’s as true in healthcare marketing as in any other industry. Just search “patient journey” and you’re likely to turn up countless maps and diagrams like this one:
It’s a nice, tidy, linear roadmap to the way people move through the patient experience. So what’s wrong with this picture?
It’s a myth. People simply don’t do things this way.
The patient journey is not what it used to be.
While some marketers tend to see the patient journey as a predictable, linear experience, the truth is that today’s journey is anything but straightforward.
With greater patient control over how they access information, seek care and share personal stories, it has become increasingly difficult to plot their experiences along a traditional journey path.
Instead, potential patients are far more likely to move in and out of phases at random, as their needs change, information is consumed, or life simply gets in the way. How then can marketers recognize where potential patients are and how best to fulfill their needs?
At Krause, we believe it’s time to take a fresh look at the patient journey, to see how patient behavior can guide the way to a better, more effective experience. And that’s why we created our 2016 report on healthcare marketing: It’s All About Behavior: Rethinking The Patient Journey. We’d love for you to check it out and let us know what you think.