As a team, we are so pumped about the future of our business... where we are going over the next decade, how we are increasing margins, all the new software we are leveraging. It's very a very exciting time!
But of course, our patients don't care about any of this.
All they care about is getting their needs met in the shortest amount of time possible, and moving on with their lives as quickly as possible. They don't care about us—they care about them.
So wait... are we saying that patients are really that selfish? Yes. And they should be.
Patients pay us a premium to get help, and we pride ourselves at desiring to serve them at the highest possible level. We are quick to put our award-winning patient experience on a pedestal when speaking of our competitive advantages, and all of us would look a patient in the eye and confidently say, "We are the best."
This is why Experience Mapping is so important.
WHAT IS EXPERIENCE MAPPING?
Imagine the entire patient journey from start to finish... kind of like a board game.
Let's call the first space on the board "Awareness" where the patient is merely aware of our industry and has a general idea of what we offer. And let's call the last space on the board "Back To Normal Life" where the patient has had a procedure, is completely recovered, and is back to their normal routine.
The process of Experience Mapping acknowledges the fact that when any of us are going through the different steps (or stages) within a service experience, we expect that decisions are being made based on what is best for us—not for the business we are paying.
Additionally, we all carry with us an often ambivalent set of emotions and desires in form of expectations. In order to pinpoint those expectations, we ask the following questions:
While a patient is in this stage...
- ...what are they likely thinking, doing, and feeling?
- ...what would cause them to leave (or exit ramp) our entire process?
- ...what would cause them to advance (or tip) into the next stage?
- ...what action would help them tip into the next stage?
By taking the time to create an artifact from the answers to these questions, we are then able to craft each stage in the patient journey to be as frictionless as possible. It also empowers us to identify where we are violating our commitment to making patient-first decisions (opposed to business-first decision) whenever possible.
SIMPLIFIED EXAMPLE OF AN EXPERIENCE MAP
Note: For a more comprehensive explanation of Experience Mapping, see Adaptive Path's Guide to Experience Mapping.
Written by Robbie Poe
Robbie Poe has a passion for helping others win in business and has been leading teams for more than a decade. He was a hand-selected member of Dave Ramsey’s senior leadership team where he was responsible for a $25MM a year product line, and he consulted for a year with our practice’s leadership team before joining full time as our COO / Integrator.