Patient Journey & Segmentation
Delivering Signature Services in a Highly Competitive Healthcare System
A leading Health System in the Midwest was increasingly losing patients to their top local competitor. The health system struggled to take a pragmatic, data driven approach to making a cultural shift toward delivering patient-centric experiences consistently across all service lines. The goal was not only to increase customer retention but also to explore ways to acquire new customers through differentiated experiences.
The Approach
Over a period of 5 months we:
Phase 1 | Framing and Planning
Used existing quantitative data of psychographic segmentation to recruit patients.
Phase 2a | Insight Gathering
Conducted 41 qualitative in-home interviews with patients to understand them as a health care customer, and their decision paths when using the health care system.
Phase 2b | Validation
A quantitative validation study helped prioritize needs and key moments.
Phase 3 | Sensemaking
Combined quantitative and qualitative findings to create comprehensive customer experience journey for each service line, and customer segmentation to depict needs, decisions, motivations and drivers for each segment group.
Phase 4 | Activation
Developed a series of immersion workshops that help bring together the organization and build empathy, these workshops were followed by ideation, and activation.
Key Deliverables
- End-to-End Journey Mapping with key opportunities
- Customer Segmentation/Archetype Development for targeted messaging
- Strategic Insights for the now, next and future actions
- Identified 33 unmet needs and potential solutions to improve patient experience
Impact
- Enabled data-driven decision making to prioritize high impact areas to focus on for patient experience improvements
- Alignment across various functions within the health system to take the right actions
- A clear strategy to offer highly differentiated services and personalized experience based on healthcare consumer segmentation data
- Developed comprehensive patient archetypes including Direction Takers, Willful Endurers, and Self Achievers to guide service delivery