Updated
The patient journey is the path a patient takes from the first symptoms, through choosing a practice or clinic, to treatment and aftercare. It is the healthcare version of the customer journey.
Stages of the patient journey
- Need: symptoms or the wish for a procedure.
- Research: searching on Google, asking AI assistants and talking to friends.
- Choice: comparing doctors, reviews, prices and availability.
- Appointment: a phone call or an online booking.
- Treatment and aftercare: the experience at the clinic, follow up visits and a review.
How it differs from a regular customer journey
Health topics fall under YMYL: patients decide more carefully, rely more on expertise and reviews, and are often anxious. On top of that, advertising and data protection rules are stricter.
Using the patient journey in marketing
Answer the questions patients ask during research with expert content, show your doctors and real experiences, make booking easy and track calls and bookings as conversions. Read more about our healthcare marketing.
Further reading: Google Ads for clinics.
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