Journey Mapping: West Coast Children's Hospital

Business Challenge: The hospital’s complex care team needed to understand caregivers’ experiences to ensure that families could find the right resources faster, and help them win preference above other top tier hospital systems on the West Coast.

Our Approach: Through deep qualitative interactions with families, we were able to identify key moments during the (exhausting) experience of securing a diagnosis and treatment for their children. We then spoke to pediatricians in their markets to find the connective threads between their challenges identifying rare cases and where the hospital could intervene.

Outcome: Our in-depth journey map of the caregiver experience is being used to build experiences that lift the burden from caregivers and improve key specialties’ referral

pathways. Each moment was tied to a core insight about the emotional and logistical needs of a family, coupled with ways marketing and comms could improve those moments.