Master Journey Map

PHASES Enabling Self Trigger Research & Finding Accessing Care Treatment Bill Pay Recovery & Coping

ACTIVITIES
Fact-Checking
Searches Online Gets Advice from Meets with Schedules Follow-
for Availability Friends and Family Provider Ups/Checkout Calls Billing Visits
Sees News Article Visits Branded Verifies Symptoms Develops Travels to Pharmacy
on Media or Social Website Questions Apointment Research Treatment Department
Online Alternatives Planning

Self
Practicing
Assessment Find and
Preventative
Choose
Preparation General Care Specialist Care Who Recovery
Fact
Measures Pays What
Checking

Checks Scans Online Seeking Coping/Symptom

Gets Referral Takes Community Management
Talks to Friends Research Talks to Friends Insurance Reviews Seeks Payment Checks to Specialist Necessary Tests Calls Calls Specialist
and Family Symptoms on a and Family Information Insurance Explains Checks in Insurance Office
Condition Symptoms at Apointment

Selects Care Visits

Option Specialist

Visits Branded Website Verifies Symptoms Online Searches Online for Availability Seeks Payment Information Meets with Provider Starts Bill Payment Coping / Symptom Management

Communicates with provider digitally and
maintains a exercise routine and proper diet
Sees News Article on Media or Social
Researches online health studies and alternative
medicine to improve diet/nutrition
Research Symptoms on a Condition
Talks and relies regularly on their PCP about
their ongoing symptoms and conditions
No Preventative Measures
Passive responder takes limited to no
preventative measures in their health
They look up symptoms online hoping for an
easy solution that saves time
Looks up cited research studies online similar to
their symptoms and does a fact-check
Talk to Family and Friends
They talk to friends or family for a recommendation
on a provider who is trusted and well-credentialed
They ask around for an opinion on a quick remedy,
only seeking care when its an emergency
In a moment of need they elect to meet with their
PCP, whom they are loyal to
Searches multiple sites to find a location nearby
with availability
Google search to find a convenient location with
availability and short wait times
Selects & Books Care Option
Considers telehealth based on convenience, books
a sameday appt online through a 3rd party site
Scans Online Reviews
Looks up reviews of provider to ensure a
compassionate care experience
Checks Insurance
Doesn't bother with insurance, will forgo the
treatment if deemed not worth the cost
Requests payment information upfront Requests the most straight forward treatment plan possible, asks if there's a pharmacy onsite to Looks for a way to pay online, expects bill Skims through treatment plan packet, wishing it
avoid an extra stop statement to be transparent and easy to wasn't so unnecessarily exhaustive, and stays
Requests the most simple treatment plan possible, feeling lectured by provider for their lack of understand connected digitally to their provider
Develops Questions
preventative care Crosses fingers their treatment plan results make Researches natural medicinal alternatives for
Wants to get in and out, requesting first available provider over anyone specific, trusting the general Spends time discussing all possible treatment options and outcomes with their provider it back to their PCP from the specialist symptom management in an effort to maintain
expertise of the entire network holistic health
Pays visit fee without dealing with the hassle of
insurance Returns to work same day, doesn't bother to read
Prepares to ask PCP for a referral to the best specialist in their care network, if by chance they Explains Symptoms
can't resolve beyond first page of their treatment summary
Fears opening the envelope, their bill is a mystery
that cripples them with anxiety
Brings a checklist of all possible conditions and cited research to troubleshoot with their provider
Seeking Community
Travels to Appointment
Schedules Follow-Up / Checkout Calls Insurance
Drives a bit further to meet with their provider, to maintain provider-patient relationship Seeks community through online forums,
friends/family, and faith as they adjust to their
Likely goes straight to urgent care (doesn't have a PCP), arrives to find a longer than anticipated wait Books follow up appointment in person, preferring human interaction over digital scheduling tools Fearing part of their treatment plan isn't covered
new normal
by insurance, they call again to confirm, feeling at
the mercy of the system
Spends hours on the phone between insurance
and billing contest their procedure's compliance
with their health insurance coverage

Key
Calls Location for Availability
Convenience Craver
Motivated Manager Calls location for availability and books over
Passive Responder the phone, willing to wait longer to see the
"right" provider
Personal Touch Participant

THOUGHTS
What expertise do I need? I'll wait a bit longer if it means I Even though I've called, I appreciate being How long do I have Need to go home and I'd rather deal with I don’t want to go through this
can see a well-respected doctor visited online, and assured I'm in the best to wait before I get just do some more Pulls out list of articles billing and followups alone, I’m going to find others
Something isn’t right. I need Which doctors have the who will give me the hospitable verified, I’m still worried I feel like I need to validate of hands (expertise) answers? I don’t want research on this and additional research online or pay my final out there who understand
to do more. best reviews? care I desire. about what my bill will be. why I’m back. during my treatment. to have to follow up. before I’m 100% in. they’ve conducted. bill at my appointment. what I’m experiencing.
Key
Convenience Craver
Where can I get in and out I have so many questions. I'm fine traveling further I came here because I I hope all parts of my I hope they are I'm paralyzed every time
Motivated Manager I try my best to stay on top Definitely going to avoid today? I'm willing to try If my doctor isn't available now, Time to share all the and waiting a bit longer heard or saw they have treatment are in-network. forthright in giving Is there research out Is there an easier way to a see that bill. I'd rather If this treatment doesn't
of health news, exercise, going in unless I have to. Telehealth if it makes my I'll see if urgent care or a retail research I’ve done to get to see a physician I know short wait times. I hope Don't want any surprise me all applicable there that has lead to do this than booking deal with it in person or work, I expect to be in touch
Passive Responder and managing my diet. This is inconvenient timing. life easier. clinic can get me in today. my physician’s affirmation. and respect. it's accurate fees at the end. treatment options. other diagnosis? another appointment? on the phone. with a provider without delay.
Personal Touch Participant

FEELINGS Self Develops Checks Insurance Meets with Explains Takes Verifies Doctor’s Meets with Starts Seeking
Assessment Appointment Booking Questions Travels to Appoitment (Again) Provider Symptoms Necessary Tests Recommendation Provider (Again) Bill Payment Visits Pharmacy Community

Practicing Looks Up
Preventative Seeks Payment Explains Checks in Gets Referral Visits Treatment Treatment Schedules Follow Coping/Symptom
Measures Find and Choose Checks Insurance Information Symptoms at Appointment to Specialist Specialist Planning Alternatives Ups/Checkout Management

Key
Convenience Craver
Motivated Manager
Passive Responder
Major Pain Point Major Pain Point Major Pain Point Major Pain Point Major Pain Point
Personal Touch Participant

TOUCHPOINTS Website (Third party)

Website (Centura)

App

Telehealth

Patient Portal

Search Engine

Email

Text/SMS

Phone Call

Front Desk

Key Waiting Room

Convenience Craver Doctor's Office

Motivated Manager
Online Reviews
Passive Responder
Personal Touch Participant Friends/Family

CENTURA
Establish an early relationship through
GOALS
preventative care services that emphasizes
convenience and care excellence.
Establish an early relationship through
preventative care services that emphasizes
physician-patient relationship.
Ensure Centura brand is top of mind when they
Key need prompt medical attention.
Convenience Craver
Communicate a message of Centura's
Motivated Manager "systemness" and coordinated care through
Passive Responder physician-patient relationship.
Personal Touch Participant
Lift visibility of Centura's immediate care options,
from same-day appointments to telehealth.
Lift visibility of Centura network treatment
expertise while they seek needed information.
Lift visibility of Centura's non-traditional access
points for urgent/emergency care, and same-day
appointments.
Lift visibility of breadth of Centura network
treatment expertise while providing easy
connecting points with their PCP.
Enable a "concierge" care experience that meets
their desire for top-of-license care, convenience,
and seamless booking online or phone.
Direct them to a Centura location where they can
easily access provider credentials and patient
reviews.
Provide them a seamless booking experience
with emphasis on convenience, clear wait times
and cost transparency.
Enable them with a streamlined communication
experience between scheduling, bill pay, and
provider communication.
Welcome them with a surprisingly hospitable check-in experience, clear wait times, and cost Co-locate services to allow for a "one-stop shop" care experience for them. Provide on-site or digital bill payment services to Equip them with digital tools and telehealth to
transparency. free them from having to deal with it later. seamlessly communicate with Centura providers.
Enable them to truly partner with their physician in their treatment plan, data sharing, and face-to-face
Pre-check-in, help prepare patients with time-saving pre-registration resources as well as tools to time for their questions. Provide on-site or digital bill payment services to Utilize PCP-Patient relationship as channel for
help them be more informed and enabled patients. help remove anxiety of unknown costs. information sharing and follow ups to
Empower them with a simple, actionable recovery plan. demonstrate care.
Welcome them with a surprisingly hospitable check-in experience and clear wait times. Enable a seamless, on-site bill payment service
Enroll in chronic disease care models and arm patients with care managers to help navigate network. that allows them to pay instantly without the Equip them with a simple treatment summary
Pre-check-in, help prepare patients with time-saving pre-registration resources as well as tools to hassle of insurance. with human language.
help them be more informed and enabled patients.
Provide a concierge care service model on-site or Utilize PCP-Patient relationship as channel for
phone, to help navigate anxiety of billing and information sharing and follow ups to
unknown costs. demonstrate care.