A Journey Map was designed to understand how the customers and the various departments function. Working with the medical team and receiving feedback from waiting patients have made it possible to approach graphic language with much more specific results. Specific emphasis was placed on helping staff to communicate the screening suites messaging without including too much clinical jargon.
In addition, we adopted an inclusive process where customers who visit the screening suite are allowed to give feedback on the service delivery they are expecting matched with communication promise from the organization. Observational methods of information gathering were adopted to also understand how they got in contact with the brand as well as showing them through the entire process. This method has also allowed us to understand what is and is not relevant to the trade communication given to new customers.