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| 26th March 2014
Late last year, Blue Latitude undertook some proprietary research to understand the information seeking behaviour of cancer and diabetes patients and their interaction with healthcare professionals along a diagnosis and treatment path. Elisa del Galdo, our Head of Customer Experience and Anna Tamasi, one of our user experience consultants, distilled the findings of the research to create a high level patient information journey, mapping out the patient’s information seeking behaviour (choices, decisions, attitudes, needs, motivations, etc.).
We grounded the questions around the diagnosis and treatment path – from pre-diagnosis, diagnosis, treatment and recovery to the management of their condition. We wanted to understand their experiences from their perspective (i.e.: ‘The outside in’). We were keen to understand the channels where the patient seeks, finds or is given information and whether it is actively hunted down or passively attained. We wanted to understand how much information they gathered, in what from and when they gathered it. We asked them what they did with the information they gathered and how that helped them in their treatment process. We also wanted to understand not just their rational behaviour but also their emotional behaviour and their confidence level concerning their ability to engage as a partner in the treatment of their condition, throughout the treatment journey.
Customer journeys are user experience artefacts or tools that can be used (along with personas, scenarios, prototypes etc.) to help filter ideas for the design of new services, products or content. For the information seeking journey it helped illustrate, how the patient’s desire for information grows and where they seek – specifically online – information, data and ‘people like me’. By the end of their treatment, it depicts how patients become partners in the decision making process – often becoming more engaged and advocates to other patients or experts in treatment choices and outcomes available. With of course, some becoming resigned and disengaged with their treatment path.
By mapping out this information, specific to two disease areas and their treatment, we were able to identify where there are great voids of information, content and services that are required and desired by patients (and HCPs to support their patients) when trying to understand their condition and treatment options.
| 18th October 2017
In part one of a series on customer insight and behaviour change, Martine Leroy reveals a behaviour framework for gathering sharp insights used to help brand managers and marketers achieve their business goals and create a customer-centric strategy.