
Background We are building a ground up strategic document to detail how patients from key COPD demographics are making the switch decision from pre-diagnosis to last line treatment experience. COPD is a debilitating upper respiratory disease that often afflicts older patients that deal with a plethora of psychological and co-morbid conditions that can patients off treatment, not-compliant and truly treating-adverse.
The Doc The customer experience journey is a critical starting point that allows the entire tactical continuum to fall within a conversation around actions, barriers and ultimately, volume drivers and trickle down. At this stage, we have a very top level, stage-based breakdown of how COPD patients trickle through various stages in the disease cycle based on treatment. Although rudimentary, it is a critical piece of thinking from customer experience, and tactical planning process.
Let me be clear, this is no big ah-ha for many UX and strategy pros out there. But too many times I’ve worked on accounts without a proper idea of documentation and with clients arguing against channel mixes, tactical objectives, CTAs… This is a critical step to a methodical approach to understanding how customers interact with their product experience (the best mapping is irrefutable).
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