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The customer journey in healthcare

Maintaining health and happiness

The Future Thinking customer journey in healthcare provides clients with a comprehensive understanding of what makes us healthy and happy.

Everyone’s talking about the customer journey.  Understanding this journey to identify traditional and digital touch-points is an integral part of marketing. However, customer journeys can be complex and heterogeneous, especially in healthcare, depending on a multitude of factors.

To understand why individuals choose certain routes and develop insightful action plans to influence direction of travel, it is imperative to apply market research techniques, real world data, and advanced analytics cohesively to unravel the multitude of pathways.
Although en route parallels exist, it is firstly important to distinguish the journey from the individual’s perspective. Are they:

  1. A direct consumer of the product/service, which would be obtained through direct purchase either through over the counter (OTC) or general sales lists (GSLs)?
  2. A patient with a severe condition requiring medication obtained through prescription and specialist care (Rx)?
  3. Or, is the medication available through both channels (OTx)?

Download our short paper to discover the many variants in customer healthcare journeys, and the research techniques Future Thinking employs to respond to consumer  healthcare questions.

Our personal wellbeing unit integrates our offerings through the GSL, OTC, OTx, Rx continuum to allow for cross sharing of knowledge, expertise and ultimately
a more comprehensive appreciation of the customer journey. This holistic approach ultimately offers our clients additional insight and thought leadership around
the end goal of ‘consumer health and happiness’ and how their products and services can play a part in this.

For more information on our approach to healthcare research please contact Mo Muhsin on 03333 208 220.

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