The science of healthcare audience
journey mapping
Health IT Marketing and PR Conference
Ryan O’Neil
Global Strategy, Audience & Content Marketing
Citrix
Shawn Gross
Chief Digital Strategist, Health Practice Lead
White Rhino
Traditional “Company-Centric” Buyer’s Journey
PROSPECT ENGAGEMENT (Thought Leadership through Interaction)
Thought Leadership  Awareness (TL)  Interest  Engagement  Inquiry
MARKETING QUALIFICATION (Interaction through SQL)
Inquiry  Solution Alignment  Education (TL)  Consideration (TL)  Buying Readiness  Sales Handoff
SALES ENGAGEMENT (Opportunity through Closed Deal)
Opportunity Qualification  Opportunity Strategy (TL)  Executive Sponsorship (TL)  Solution Development 
Solution Confirmation  Signed Sales Order
POST-SALE CUSTOMER RELATIONSHIPS (Opportunity through Closed Deal)
Purchase Satisfaction  Needs Assessment (TL)  Solution Alignment  Cross-Sell/Up-Sell 
Solution Recommendation  Signed Sales Order
Traditional “Company-Centric” Buyer’s Journey
PROSPECT ENGAGEMENT (Thought Leadership through Interaction)
Thought Leadership  Awareness (TL)  Interest  Engagement  Inquiry
MARKETING QUALIFICATION (Interaction through SQL)
Inquiry  Solution Alignment  Education (TL)  Consideration (TL)  Buying Readiness  Sales Handoff
SALES ENGAGEMENT (Opportunity through Closed Deal)
Opportunity Qualification  Opportunity Strategy (TL)  Executive Sponsorship (TL)  Solution Development 
Solution Confirmation  Signed Sales Order
POST-SALE CUSTOMER RELATIONSHIPS (Opportunity through Closed Deal)
Purchase Satisfaction  Needs Assessment (TL)  Solution Alignment  Cross-Sell/Up-Sell 
Solution Recommendation  Signed Sales Order
It’s not our journey,
it's the audience’s journey
The neuroscience of b2b decision-making
Neuroscience tells us that
people can’t make a
decision without a little
rush of dopamine
“Emotion and Decision Marking” Annual Review of Psychology, 2015 66: 33, 1-33.25 by Jennifer S. Lerner, Ye Li, Piercarlo Valdesolo, and Karim S. Kassam
Emotional value provides 2x the impact that
business value does on a B2B purchase.
Promotion to Emotion Connecting B2B Customers to Brands,” CEB Marketing/Leadership Council & Google, October, 2013
It’s all about trust.
“What Does the Brain Tell Us About Trust and Distrust? Evidence from a Functional Neuroimaging Study”
MIS Quarterly, Vol. 3, No. 2 pp. 1- 24, 2010 by Angelika Dimoka
TWO COMPONENTS OF TRUST
EMOTIONAL
benevolence
COGNITIVE
credibility
“Trust and Distrust: New Relationships and Realities”, Academy of Management Review, 1998, Vol. 23, No. 3, 438-458 by Roy Lewicki ad Robert J. Ries
AWARENESS
INTEREST
CONSIDERATION
CLOSE
POST-SALE
Personal
Connection
Shared
Vision
Discovery &
Understanding
Minimize
Uncertainty
Manage
Expectations
EMOTIONAL
COGNITIVE
adaptation of change model featured in: Changing for Good – a Revolutionary Six Stage Program by James O. Prochaska.
Your audience’s journey
may start before you think
AWARENESS
INTEREST
CONSIDERATION
CLOSE
POST-SALE
Personal
Connection
Shared
Vision
Discovery &
Understanding
Minimize
Uncertainty
Manage
Expectations
EMOTIONAL
COGNITIVE
adaptation of change model featured in: Changing for Good – a Revolutionary Six Stage Program by James O. Prochaska.
P
e
r
s
o
n
a
l
C
o
n
n
e
c
t
i
o
n
PRE-AWARENESS
AWARENESS
INTEREST
CONSIDERATION
CLOSE
POST-SALE
Establish
Personal
Connection
Shared
Vision
Discovery &
Understanding
Minimize
Uncertainty
Manage
Expectations
Credibility
EMOTIONAL
COGNITIVE
adaptation of change model featured in: Changing for Good – a Revolutionary Six Stage Program by James O. Prochaska.
Pre-awareness: Identifying the “Change-Catalyst”
+ CEO Mandate
Thinking
+ Tech Refresh
Where do I start?
+ Service Renewal
Who can help me?
+ Security Breach
How have others approached this issue?
IT Executive Audience Journey
let’s focus on the ‘Change Catalyst’ stage
IT Executive Audience Journey
let’s focus on the ‘Change Catalyst’ stage
The human behind our personas
PRE-AWARENESS
AWARENESS
INTEREST
CONSIDERATION
CLOSE
POST-SALE
Establish
Personal
Connection
Shared
Vision
Discovery &
Understanding
Minimize
Uncertainty
Manage
Expectations
Credibility
EMOTIONAL
COGNITIVE
adaptation of change model featured in: Changing for Good – a Revolutionary Six Stage Program by James O. Prochaska.
Understand the human behind the persona
What we see
the real person
Citrix “Five IT Mindsets”
Business Executive
IT Executive
IT Management
Networking Leader
Security Leader
Mobility Leader
PERSONAL
Psychological
framework
published by the
American
Psychological
Association
adaptation from Toward a Unified
Model of Human Motivation, David L.
Forbes, Review of General Psychology,
2011, Vol. 15, No. 2, 85–98
+
IDENTITY
SOCIAL
SECURE
ACCOMPLISHED
RESPECTED
EMPOWERED
+
+
ENGAGED
IMPACT
PERSONAL
We call it the values
framework
+
adaptation from Toward a Unified
Model of Human Motivation, David L.
Forbes, Review of General Psychology,
2011, Vol. 15, No. 2, 85–98
SOCIAL
+
+
IMPACT
mission driven,
achievement oriented
Hospital CIO
values framework
PERSONAL
+
revitalize the
clinician experience
+
+
SOCIAL
IMPACT
loves the intersection
of tech and care,
nurtures clinicians
problem solver,
enjoys being a part
of progress
Nuance Communications
Brand awareness study
•
•
•
Personas
3% unaided awareness
Dragon well known brand
Aided awareness 50%
B2Me 1:1 Research
•
Technology like this brings the
joy back into practicing
medicine
•
“Why I got into medicine.”
•
Gets physicians home on time
•
Allows physicians to be in their
natural flow
•
Spend more time with patients
Message Matrix
Lead Nurture Strategy
Audience Journey Mapping
R E A L LY L I S T E N T O Y O U R A U D I E N C E S
“What gets you out of bed
in the morning?”
Talk to your prospects like real people
Get to know the human behind the persona
The audience journey starts before you know it
Buyers emotions change throughout the journey and
there are strategies you can use at each stage to build
trust
eBook with sample questions
To learn more about all of this—including the right
personal, motivationally-driven questions to ask—we
wrote an eBook!
Ryan O’Neil
Global Strategy, Audience
& Content Marketing
Citrix
[email protected]
Shawn Gross
Chief Digital Strategist,
Health Practice Lead
White Rhino
[email protected]