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A patient books, confirms, then cancels the morning of the visit. Another finishes treatment, says everything went well, then never returns. You review the chart, check the reminders, maybe even ask the front desk what happened. Nothing obvious stands out. That's the moment patient journey mapping becomes useful. Not as a marketing buzzword, and not […]
| Question | What to decide |
|---|---|
| Who | Which patient segment are you mapping? |
| What | Where does the journey start and end? |
| Why | What problem are you trying to solve? |
| Journey Stage | Patient Action | Touchpoint | Patient Thoughts/Feelings | Pain Points & Opportunities |
|---|---|---|---|---|
| Awareness | Notices a concern | Google Business Profile, referral, social media | “Do they handle this often?” | Weak service pages, unclear positioning |
| Consideration | Compares providers | Website, reviews, phone call, insurance check | “Can I trust them, and what will this cost?” | Confusing pricing, unanswered FAQs |
| Appointment | Schedules and attends | Online form, call, reminder text, check-in | “Did I bring what I need?” | Repeated paperwork, unclear arrival instructions |
| Treatment & Care | Receives care plan | Provider consult, handoff, treatment room | “What happens next?” | Jargon-heavy explanations, unclear follow-up |
| Post-Care & Advocacy | Recovers, pays, rebooks | Portal, billing, follow-up call, recall reminders | “Am I done, or do I need another step?” | Silence after visit, vague next-step guidance |
| Question | What to look for |
|---|---|
| Where does the patient wait without context? | Silence, delays, unclear status updates |
| Where do they have to repeat themselves? | Duplicate forms, repeated history, multiple phone explanations |
| Where do outside parties shape the experience? | Insurance, specialists, caregivers, transportation |
| Where can one small fix reduce uncertainty? | Better reminders, clearer forms, faster status communication |
| Opportunity | Patient impact | Team effort | Start now or later |
|---|---|---|---|
| Improve reminder text with parking, forms, and arrival details | High | Low | Start now |
| Add a one-page next-step summary after consultation, including referral and insurance notes | High | Low to medium | Start now |
| Rebuild portal workflows across vendors | High | High | Later |
| Renegotiate referral coordination across multiple organizations | Medium to high | High | Later |
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