Category: Journey Mapping
A human-centric approach to improving the customer experience
There are a number of ways to approach refocusing on experience from your customer’s perspective. A tactical approach is to understand how the customer sees their journey with your brand,...
How To Build a Customer Experience Map
The march towards consumer-driven choices in health care and the retailization of the industry shows little sign of abating. This means brands take on an increasingly important role; and brands...
Getting the Job Done: Applying a Customer-Centric Approach to Branding
As brand has become defined by the experience it delivers, I’ve noticed a more prominent focus on understanding what makes our customers tick, and taking a consumer-centric approach to decision-making....
3 Trends Health Care Strategists Can’t Afford to Ignore in 2016
Through our extensive work with a variety of health care organizations across the country, we’ve consistently come across trends health care brand leaders can’t afford to ignore. Here are a...
The Emancipation of Health Care Consumers
The consumerization of health care is close to reaching a tipping point. Advancements in smart medical devices have provided patients with unprecedented access to their health data, and the Web...
5 Tips to Diagnose Your Ailing Health Care Brand
Many health care marketing and communication professionals recognize the value of a strong and well-functioning brand. However, in some organizations the symptoms of a “sick” brand can go unnoticed for...
The Ultimate Trump Card: Brand Experience
The ABA Marketing and Retail Banking Conference is coming up next week, and we’ve begun to distill the key themes and issues that our clients have been discussing with us...
Unlock the Potential of Your Health Care System Brand
Not long ago, health care system brands could set themselves apart by defining their “system” story. It was all about creating awareness of a system’s component parts, and claiming size...
An Authenticity Problem at JCPenney
JCPenney’s Authenticity You’ve been bleeding cash for more than a year, press on your brand has been critical (at best), your CEO is out the door, customers have departed in...