Craft effective content and track the right conversion metrics by understanding the consumer’s care journey and the various access points they encounter along the way. Journey mapping involves identifying the touchpoints where patients can be influenced to make specific choices.
Building on the segmentation and personas that have been developed with CRM data, journey mapping can help you think through all of the various consumer entry points in more detail, define the conversions you will track and measure, and connect them back to your business goals.
Once campaign data is flowing in, activity can be analyzed from each channel and an attribution methodology applied to allocate credit for a conversion among touchpoints. This enables you to determine how much ROI a particular touchpoint is generating.
Explore the Gary and Nicole personas to see how their individual journeys to knee surgery look different.