Part Two of MERGE’s seven-part series on omnichannel marketing discusses the importance of understanding the thoughts, feelings, and behaviors of segmented targets in the field of pharma as they move through the customer journey.
“Journey mapping” is an insightful tool that many organizations, including those in pharma and medtech, use to see the experience from the customer’s point of view and even forecast experiences for future customers. This exercise is not only useful for gathering key customer insights, but also as a way to “self-scout” and suss out any gaps or pain points–be it moving between devices, departments, or channels–that a customer may encounter.
In order to architect an effective omnichannel ecosystem that connects with customers at the right time, with the right content, and via the right channels, it’s vital to have an intimate understanding of the path a customer takes to discovering and, ultimately, adopting your product. The journey map acts as the north star for architecting the blueprint of your omnichannel ecosystem.
To move from corporate producers to disease problem solvers, brands must have an intimate understanding of the path their target audiences take when discovering and adopting a new therapy. Journey mapping enables organizations to see the experience from the patient or HCP point of view. The practice is useful for gathering customer insights, identifying gaps and pain points that need addressing, and obtaining clear information about how individuals move through the journey to adoption. Designing effective solutions requires asking probing questions that strike at the heart of the problems facing customers. Specific to the field of pharma, the goal of creating a seamless customer journey takes on even more importance–given the life-altering conditions facing patients. Creating an instructive customer journey map requires an understanding of what customers are thinking, feeling, and doing.
Download our white paper for deeper insights from MERGE on Journey Mapping.
The original version of this page was published at: https://mergeworld.com/insights/merge-insights/part-ii---mastering-the-art-of-journey-mapping-in-pharma
We are an award-winning marketing services firm that merges storytelling and technology to bring health, wealth and happiness to the world. People come to MERGE looking for a new way; for ideas and... Read more
Here at MERGE, we work on many challenger brands that are trying to grow against larger competitors.As an agency that is deeply rooted in the belief that data can drive insight, we ...read more
What is Synthetic Media and why is it important? MERGE CMO Ethan Whitehill recently sat down with Ian Beacraft, CEO and Chief Futurist for Signal and Cipher, to examine the emerging ...read more
95% of both B2C and B2B executives say they believe their customers are changing faster than they can change their businesses. (Accenture, Life Trends 2023)So how are you keeping up?In ...read more
Storytelling and technology are our two core competencies at MERGE. They are art and science, left brain and right brain, yin and yang. But while we can measure our technology’s ...read more
Connect Patients to Care Faster With HIPAA-Compliant Maps
A Feature Rich Alternative to Google Maps