Journey maps are powerful marketing tools. They can bring clarity to complex cross-departmental campaigns, help identify gaps, and get stakeholders aligned. Having a well-defined journey map even helps organizations maximize their precious marketing budgets. Journey maps take effort to build, but are worth the investment.
StudioNorth will be presenting an exciting session at the 2023 Healthcare and IT Marketing Conference (HITMC23) on journey maps. Be sure to attend “The Journey Is As Critical As the Outcome” on Thursday February 2nd at 11:30am.
We sat down with presenters Caroline DeVore, Executive Director of Strategy and Lorraine McMeekin, Senior Marketing Strategist from StudioNorth to get a preview.
Journey Maps
Journey maps are a visual storyline of every touchpoint and engagement that an interested party, a prospect or a customer goes through with a service, brand, or product.
The maps typically start at the point when someone first becomes aware of the problem that your service or product solves. From there, the person may move through different steps in their journey.
“We think of maps as living documents,” explained DeVore. “They are not set-it-and-forget-it. The power of the map is in its ability to become more agile and make adjustments with confidence.”
There isn’t just a single map. Every different persona may have their own journey map. That was the case with one of StudioNorth’s customers.
Medicare Example
StudioNorth worked with a large Fortune 20 company to help them build a cadence of outreach for the Medicare annual enrollment period.
“Medicare enrollment campaigns involve educating both patients and brokers,” said McMeekin. “You can’t use the same journey map for both audiences. Each have their own set of touchpoints and communication preferences.”
StudioNorth’s client wanted to use a mix of social and programmatic PPC to reach patients and brokers. However, it wasn’t clear which proportion would work best for each audience. After developing a comprehensive journey map together, it became the right mix became clear.
In addition, the map helped both StudioNorth and their customer make adjustments as results began rolling in.
“At our session, we are going to share practical examples of journey maps,” shared DeVore. “We may even give out some mapping templates to those that attend. We want to arm people with examples of actual campaigns.”
Watch the interview with Caroline DeVore and Lorraine McMeekin to learn more.
Learn more about StudioNorth at: https://www.studionorth.com/
StudioNorth is a supporter of Healthcare Scene.
Add Comment