Audience Insights & Journey Mapping
A healthcare company preparing to launch a new prescription drug sought to enhance its understanding of key audience needs and refine its positioning. The goal was to ensure that the medication's digital experience and marketing strategies effectively addressed the needs and concerns of core patient and healthcare provider groups.
Services I Delivered:
Persona Development
Workshop Facilitation
Journey Map Creation ​​
Challenge​
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Risk of ineffective user experience and content delivery due to a lack of understanding of the distinct needs, preferences, and behaviors of patients and healthcare providers
Solutions​​
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Developed personas for the company’s two core audience groups, ensuring that marketing and engagement strategies aligned with the specific needs, behaviors, and motivations of each audience
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Mapped comprehensive journeys, identifying key touchpoint and pain points, and providing solutions and opportunities to enhance the company’s ability to deliver more effective and personalized experiences
My Role in the Project
I created foundational personas and journey maps to guide the client’s strategic decisions. After conducting initial secondary research, I led an onsite workshop with key stakeholders to uncover needs, pain points, and potential solutions. This collaborative process allowed us to gain deep insights into the experience. I then synthesized the gathered information to create detailed journey maps, which provided a clear, actionable guide for addressing user needs and improving overall engagement.
