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  • [Download Free Template] How to create a patient journey map

Patient Journey Mapping

Patient journey mapping is a process that helps you—as healthcare providers—to visualize the complete experience of your patients who seek and use your care services.  

This includes every single touchpoint (whether online or offline) that a patient encounters in the process of finding a care provider, scheduling an appointment, to having the consultation, and even post-care interactions. 

A good understanding of a patient journey map, and all the pitfalls that the patient can encounter while seeking care, can help you pre-emptively improve your operations to deliver a delightful and consistent patient experience . 

In this article, we’ll dive deeper into various aspects of patient journey mapping, stages of a patient journey, how to create a patient journey map and the benefits you can realize by using the right tools. 

If you’d rather jump to the steps to create a patient journey map, you can do that as well. Go to:

What is patient journey mapping? 

Patient journey mapping is the process of visualizing the connection between various interactions and touchpoints patients have during their relationship with a healthcare practice.  

Mapping healthcare journeys helps providers understand:  

  • What is the patient going through? 
  • What are the patient’s primary concerns? 
  • Is the patient able to cope with their diagnosis? 
  • Is information regarding the patient’s diagnosis easily accessible? 
  • Is the patient able to reach you to book a consultation easily? 
  • Is the patient satisfied with the care they’re receiving?   

With this knowledge, providers can spot inconsistencies, find operational bottlenecks, and devise strategies to improve them.

Healthcare providers need to be obsessed with patient journey. The journey begins way before a patient visits the healthcare facility to interact with the provider, and it ends a lot after their treatment. A good patient journey map integrates various virtual and physical touchpoints. Uzodinma Umeh, Chief Medical Officer, Zuri Health

Before we get into the steps to create a journey map, let’s look at the stages a patient goes through before any consultation. 

5 crucial stages of a patient journey 

The 5 stages common in most of the patient journeys are: 

Stages of a patient journey

1. Awareness  

The patient recognizes a need for care at this point and starts looking for providers.  

The patient evaluates their symptoms, does research, thinks about potential medical issues that might need treatment, and may even interact with message boards. 

It begins the moment when the patient experiences a symptom. Most of the time, they go online to find a treatment or a solution to their pain. Healthcare providers need to use this opportunity to position themselves virtually by offering a solution, allowing them to research treatments, and book appointments with ease. Uzodinma Umeh, Chief Medical Officer, Zuri Health

Online searches, review websites, advertising initiatives, networking, and friends/family referrals are a few examples of how patients find out about healthcare services.   

However, patients may face certain challenges at this stage. Such as: 

  • Lack of information about their condition
  • Inability to find a provider nearby who they think could help
  • Feelings of fear and anxiety regarding their concerns

The key to reaching patients at this stage lies in your online presence. You can help your patients by: 

  • Publishing posts about the treatments you provide
  • Publishing educational blogs posts on your website about the conditions and how to manage them 
  • Getting yourself listed on GoogleMyBusiness 

It goes without saying, you should monitor the results of your efforts by using website analytics tools and collect patient feedback through surveys . 

Baptist Health South Florida has nailed this stage by introducing an online triage tool on their website. It asks patients a series of questions around their symptoms and accordingly directs them to e-visit, ER, urgent care, or physician’s office.  

Baptist Health South Florida - online triage tool to guide patients to the right care during their journey

2. Consideration  

The patient analyzes their options to see if your healthcare facility can satisfy their needs. Referrals, coverage and perks, suggestions, accessibility, and ratings and reviews are all things that patients take into account during this stage.   

When it comes to healthcare reviews and recommendations, 83% of patients trust their friends and family, while 62% trust reviews online from people they haven’t even met. This is exactly why healthcare businesses need to collect feedback and reviews physically and virtually to bring in patients from referrals. Chantelle Fraser, Vice President – Africa Sales, LeadSquared

Patients frequently interact with your website and social media accounts and call or email you. Additionally, if you are hard to get in touch with, they will go on to the next applicant. 

At this point, you can find out more about your potential patient, specifically about their preferred method of communication, and make sure you provide it. For instance, if a patient prefers communicating via email, you should reach them on this platform.  

Tools you can use to better connect with patients at this stage are:  

  • Email marketing solutions that help automate emails that reach the right person at the right time,  
  • Tools that help you segment visitors and create targeted ad campaigns,
  • Chatbots help you reach patients with concerns in real time and get a deeper understanding of their concerns.   

3. Acquisition 

Direct patient contact with your organization is the first indicator of the acquisition stage.  

As part of the booking and new patient acquisition process, you will interact with patients via phone calls, the user portal, texts, and emails.   

The patient generally arranges a meeting and visits a doctor or takes a telehealth consultation for a preliminary checkup.  

Common challenges patients face at this stage are: 

  • Lack of access to appointment booking portals and websites 
  • Inability to reach providers at odd hours (e.g., 2 AM in the morning) 
  • No-shows because of no reminder communications 
  • Lengthy wait times at hospitals
  • Extensive paperwork before consultation 

At this point, providers can use software to improve communications with patients. Such as: 

  • Appointment scheduling solutions that help providers and patients find convenient timings for consultations.  
  • Email automation tools that send notifications to patients before appointments to reduce the chance of no-shows.  
  • Patient intake tools help them fill out forms and answer pertinent questions before they visit the facility.   

4. Service  

The stage of service delivery has to do with the medical care you administer to your patients. The medical consultation itself, check-in and check-out, registration and discharge, and payment are all components of this step.   

The type of service you provide will determine the patient’s satisfaction from your practice. 

Common challenges providers face at this stage are: 

  • Difficulty locating comprehensive patient information across different touchpoints at the facility.   
  • Administering the necessary treatment and meeting patient expectations.  
  • In cases where the patient opts for home care, the inability to monitor and track their progress poses a significant challenge to the treatment process.  

The bulk of patient issues is rarely solved in the medical office. The patient’s experience persists into the treatment phase after assessment and any related procedures. They might receive an in-patient or out-patient plan or receive medicine and get discharged.   

At this point, you want to go beyond just calling to see how the patient is doing with their medicine and use the knowledge you have collected about them to deliver personalized care.  

Tools that can help providers at this stage are: 

  • Billing and payment software that enables the speedy processing of invoices and collection of money through the patient or insurer.  
  • A tool that unifies patient data and offers visual reports on a healthcare dashboard that is easy to use and accurate in its data collection and analysis.  
  • A communication tool that allows patients to contact their healthcare provider whenever necessary and update their status as it changes.  
  • Feedback collection tools like patient satisfaction surveys and questionnaires to gather information and testimonials for future use.   

5. Loyalty (on-going care) 

The best way to retain and nurture patients over time is to carry out post-visit follow-ups and keep track of their recovery.  

The patient journey also includes post-operation and post-visit care for your patients. You can use technology to take care of your patients by sending visit reminders, notify them of when their next vaccination is due, schedule house calls and much more. Collecting feedback and implementing it on a macro-level is another important post-visit step. Uzodinma Umeh, Chief Medical Officer, Zuri Health

Most healthcare providers often overlook this phase of the patient’s journey. Regardless of whether a patient’s treatment goes well or not, it is still necessary for the provider to follow up with them thereafter.   

Challenges hospitals face at this stage are:   

  • Difficulty keeping in touch with patients as they recover or face issues during the aftercare process 
  • Measuring patient satisfaction and their response to the treatment  
  • Offering the necessary information to speed up recovery and keep patients aware of different reactions they may have when receiving care 

Providers must keep an eye on the patient’s aftercare and monitor their interactions with them. This phase is crucial because it guarantees the patient’s long-term welfare and lowers the likelihood of readmission.  

Tools that can help at this stage are:  

  • Tools that track and monitor the patient’s progress, like a healthcare smartwatch or diagnosis tools 
  • CRMs that help send notifications to patients to update them on recurring appointments and consultations 

Note that these stages may differ from one patient to another. This is why it is vital to create patient journey maps to understand gaps in your service and meet patient needs.

How to create a patient journey map

Journey maps are mainly of the following four types: 

  • Current state : Useful for illustrating what your patients do, think, and feel as they interact with your practice with your present system. 
  • Future state : Useful for illustrating your patient experiences with your practice in the future (usually goes well with your plans to implement a new system/technology). 
  • Day in the life : This journey map illustrates what your patients do, think, and feel with or without your product or service. 
  • Service blueprint : It is generally a roadmap with action items and support processes. 

Creating all four types of journey maps may not be required for your practice, especially when your goal is to understand your current standing. In the following section, we’ll learn how to create a patient journey map using the current state journey map. 

Create a patient journey map in 7 simple steps

FullStory has come up with a simple and easy-to-remember technique for creating journey maps. It includes 7 D’s, which are as follows: 

  • Define: business goals 
  • Describe: personas or customer attributes 
  • Determine: touchpoints 
  • Design: the journey (lay out the steps a customer takes while buying a product/service from your brand) 
  • Designate: tag milestones, motivations, frustrations 
  • Decide: Flag events that need action 
  • Deploy: people, process, and technology to act upon 6 

We’ll apply this technique with some modifications to create journey maps for the healthcare sector. 

Step 1: Define your goals  

Why do you want to create a journey map?  

You might be facing certain challenges for which mapping a patient journey seems like a good starting point. For example,  

  • To reduce no-shows 
  • To increase retention 
  • To increase patients from referral sources 
  • To increase intake, and so on. 

Answering the “ why ” part will give you clarity on the purpose of creating a patient journey map and help you sketch the journey in a definitive direction. 

Step 2: Define your patient attributes  

You must be getting leads from your outreach, marketing, or referral programs. You’ll need to know whether you’re attracting the right patients to whom you can serve.  

Mapping patient attributes with the services you provide will help you tune your marketing, outreach, and referral programs. Lay out every single bit of information you have about your patients. Such as: 

  • Demographic info : location, age, gender, ethnicity, education, employment, etc. 
  • Engagement : appointment history, communication channels, feedback/satisfaction score, etc. 
  • Health goals : challenges, conditions, treatment history, barriers to getting care, etc. 

Create an ideal patient profile based on the information you have about your patients. You can also use your CRM data to gain insights into how they came to know about you, their interactions with your facility, and more. 

Healthcare HIPAA Compliant-CRM

Explore LeadSquared’s Healthcare CRM

Purpose-built to increase patient intake, engagement, and retention.

Note: Create separate journey maps for each patient profile you create. It will help you analyze patient experiences more deeply.   

Step 3: Determine touchpoints  

Touchpoints are the ways in which patients interact with your practice. They can be online like scheduling apps, websites, ads, etc., or offline interactions like phone calls, OPD walk-ins, etc. 

Some of the common touchpoints in the healthcare patient journey are: 

  • Appointment scheduling : WhatsApp, text messaging, phone calls, patient portals, mhealth platforms, provider’s healthcare apps, etc. 
  • Pre-check-in : appointment confirmations and reminders on email, WhatsApp, app notifications, text messages, phone calls 
  • Check-in and during care : intake process (digital or physical), video consultation, telehealth, insurance verification, etc. 
  • Post-visit : diagnosis notes, follow-up consultation scheduling, reminders, feedback via email, WhatsApp, app notifications, and text messages.  

Depending on the nature of your practice the touchpoints will vary. The idea is to note down all the possible sources of interactions with your patients. 

Step 4: Design a visual journey  

Once you’ve identified the touchpoints, it’s time to create a visual journey that your team can easily understand. 

You can plot: 

  • Journey stages 
  • Customer interactions and actions 
  • Your patient’s needs and pains 
  • Touchpoints 
  • Their sentiments during those interactions 

Concurrently, mark the areas of improvement and who can own them.  

Also, keep your ideal patient profile and goal cards side by side to ensure you’re moving in the right direction. 

Patient Journey Map Template

You can bookmark this page or download an editable PDF patient journey mapping template: 

Step 5: Designate milestones, motivations, frustrations  

This step of a patient journey highlights various kinds of friction a patient may encounter while contacting you for your product/service. 

For example, patients may not book an appointment because of one of the following reasons: 

  • UI issues – If the interface through which they’re trying to schedule a consultation is not working at that time, patients may not be able to book an appointment. 
  • Cognitive load – If the UI (User Interface) is not intuitive enough or too complex to understand, or the patients find it difficult to navigate to the services they see, they may drop off.  
  • Emotional friction – What patients are feeling at that moment will determine their action on opting for your services. 

This exercise helps the admin understand what to fix and how to fix it. 

Step 6: Decide on the actions you need to take  

Until step 5, the journey was looked upon through the patient’s lens. Now that there’s better clarity on patient experiences and hesitations, it’s time to look at the back-office tasks that can be improved. 

It involves identifying the areas of improvement and how that can be done.  

Step 7: Deploy people, process, and technology to achieve your goals  

In this final step of creating a patient journey map, you assign roles, delegate tasks, and procure tools to act on the areas of improvement identified. 

Best practices to follow while creating a patient journey map 

When you’re just starting off, learn the journey mapping fundamentals and research existing journey maps for healthcare. 

Here are some helpful resources: 

  • Neilsen Norman Group’s Journey Mapping 101  
  • Atlassian’s team playbook on Customer Journey Mapping  
  • Understanding Patient Journey webinar by LeadSquared 

Once you’ve understood the basics, follow these best practices to create a patient journey map. 

  • Set clear goals . Define what you wish to achieve from your patient journey map. 
  • Do not mix all the information in one map. Create different journey maps for different patient profiles . 
  • Involve different stakeholders. Do not restrict it to one team or department for sharing their inputs. 
  • Keep it simple . You may not need fancy tools or lots of graphics and colors; a simple spreadsheet can do the work. 
  • Make it an iterative process. You may not have perfect journey mapping from the very first time. Take feedback, act on it, and improve all the way up.  

Benefits you can realize by mapping patient journeys correctly 

The goal of patient journey mapping is to improve patient experience across all touchpoints and derive better outcomes. In a nutshell, 

Investing in patient experience essentially takes away the cost of advertising and acquisition. It also boosts referrals, recommendations, and NPS at the same time. Uzodinma Umeh, Chief Medical Officer, Zuri Health

Here’s the drill-down of benefits you get by mapping patient journeys efficiently. 

1. Spot inefficiencies

Every time a patient expresses frustration or uncertainty about her next steps toward recovery, it’s an obvious sign that there are friction spots or unmet gaps in the healthcare system. A patient journey map can effectively battle such challenges and create a clear path for a patient’s progress.   

2. Improve communication

Importance of Patient Journey Mapping

By mapping patient journeys providers can understand the drop-offs occurring because of communication gaps and take measures to rectify their strategies. 

3. Increase profitability 

Net margins for hospitals that provide “excellent” patient care are typically 50% higher than those for hospitals that offer “average” patient care. 

With a patient journey map, practitioners can identify the scope of improvement in operations and help their staff focus more on interacting with patients and caregivers. 

4. Reduce wait time for patients 

The average ER wait time in America is 145 minutes (even higher in some states; e.g., 228 minutes in Maryland, 195 minutes in Delaware, 176 minutes in Arizona, and so on). In India and other countries as well, it may take hours to get emergency admissions . These delays happen due to one or more of the following reasons: 

  • Examination of patient 
  • Time taken for consultation 
  • Emergency investigations or imagining 
  • Unavailability of vehicles for transport 
  • Lengthy admission procedures 

By knowing what exactly is causing the delays and taking steps to correct them, providers can reduce waiting times for patients to a great extent. 

5. Improve patient outcomes 

A healthcare journey map can help identify the touchpoints where essential and relevant information can be shared with patients. Educating patients and keeping them abreast of their illnesses can lower their anxiety and bring better outcomes 

Tools to create a patient journey map 

As a matter of fact, you can use any UI design tool (e.g., Figma , Sketch , FullStory , etc.) to create a journey map.  

However, there are dedicated tools to create journey maps with ready-to-use templates to make your work faster and easier. Some of which are: 

  • Creately  
  • TheyDo  
  • Custellence  
  • Miro  
  • LeadSquared  

On a final note, you’ll be able to map your patient’s journey effectively when you’ve ample information about their interactions with your practice.  

Healthcare CRM software is the best tool to collect and manage patient interaction data and make them accessible for various purposes like creating a journey map. 

If you’re looking for one such tool, 

A patient journey is the series of steps patients take to book an appointment, consult a physician, and pursue treatment with your practice. It involves both online and physical interactions.

Patient journey mapping helps you understand your customers’ experiences while interacting with your practice. With this exercise, you get to know their pain points, identify opportunities for improvement, and take measures to improve your services.

Padma Ramakrishna

Padma is a Content Writer at Leadsquared. She enjoys reading and writing about various financial and educational topics. You can connect with her on LinkedIn or write to her at [email protected].

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Patient Journey Mapping In 2024, Guide + [Examples & Template]

Sliman M. Baghouri

Sliman M. Baghouri


Patient Journey Maps are the secret ingredient to a thriving medical business. Let’s discuss how to implement this strategy for your practice in under 3 days.

Imagine you have the ability to hand-craft the perfect patient experience, tailored specifically to your brand. An experience that skyrockets patient retention, doubles your profit margins and creates cult-like loyalty to your medical business.

This is exactly what I’ll share with you today. We’ll go through what are patient journey maps, how to use them, and how they can catapult your practice to the next level.

Other topics I will discuss are:

What is a Patient Journey?

  • What is Patient Journey Mapping?
  • What are the benefits of this strategy?
  • Step-by-step process to implement your patient journey mapping workshop
  • Examples of patient journey mapping
  • Free patient journey mapping templates to use
  • The secret to a fruitful patient journey map

Let us dive in.

A Patient Journey (A.K.A customer journey) is a series of events the patient goes through from his/her first interaction with your medical business up until post-treatment. It outlines every touchpoint (point of contact) the patient comes across during the whole patient experience.

What is a Patient Journey Mapping?

A Patient Journey Mapping (PJM) is the act of tracking, optimizing, and enhancing all of the events that happen during the patient journey. Think of it as creating a map to the whole patient experience and proactively looking for hidden issues across all of your touchpoints.

What are the benefits of patient journey mapping?

There are endless benefits to patient journey mapping. So let’s check some of the important ones.

1) Lets you uncover the blind-spots in your medical business

The most wicked, money-draining issues we face are the ones that hide in plain sight. It’s easy to get tunnel-versioned on the “obvious” and skip past critical parts of your business. This is where patient journey mapping comes into play. It hones in on the easy-to-miss spots in your practice and extracts the invisible layers of hindrances.

This way you make sure that your practice growth is not held off by small and hard to pinpoint bottlenecks.

2) It allows you to craft a personalized patient experience

A great benefit of patient journey mapping is that it lets you overhaul the whole patient journey the way you want it. It enables you to sketch the perfect patient experience based on what you want the patient to feel, experience, or know. This is an opportunity for you to fully tailor every aspect of your medical business to be personalized and boost their retention.

3) It skyrockets patient retention

Due to the enhanced communication and personalization in the patient experience, patient retention will soar. Patient journey mapping enables you to better connect with the patient and sympathize with their state throughout the treatment experience. This way of communication with the patients shrinks the “psychic distance” between the patient and your medical brand. Therefore building stronger relationships and affinity for your practice.

4) It increases profit and accelerates your medical business growth

According to recent research by Aberdeen Group , businesses that perform customer journeys see exponential growth year after year. Those growth spikes include:

  • 18X faster average sales
  • 56% up-sell revenue
  • 10X improvement in customer service costs
  • 5X greater revenue from customer referrals
  • 54% greater ROI (return of investment)

These unmatched growth results are the outcome of a great journey mapping. Enhancing your patient experience from start to finish will be a fruitful endeavor in terms of profit-growth.

5) It provides alignment among your staff

Patient journey mapping is a collaborative strategy by nature. Key stakeholders need to attend the workshop to see the bigger picture of the patient experience. This collaborative environment will align all of your team under one umbrella, ensuring that everyone is on the same page and vibrating at the same frequency. This will create consistency and harmony between all of your team which will result in a seamless experience for your patients.

Step-By-Step Process: how to create a patient journey map:

Now that you know the importance of the patient journey, let’s dive into the process of how to implement it with your medical business.

From our experience, the process usually takes between 2 days to 3 days. It shouldn’t take more than 3 days to fully complete your patient journey.

Let’s go through the stages one by one.

Day 1: Preparation Stage

The patient journey map is as good as the preparation behind it. On the first day, you’ll need to finish the following critical tasks:

1) Gather Insights and information

In this phase, you’ll start by collecting important data points that will help you during your patient journey mapping workshop. If you’re not sure what insights to gather, consider the following:

  • Who’s the target patient your practice or hospital attracts? E,g: middle-aged moms, C-suite executives, or maybe you’re cosmetic service and most of your patients are image-aware people like actors, politicians? If you don’t have an exact patient base, you can write down the ideal patients that you want to work with.
  • Any relevant data from customer service chat logs, emails, or even anecdotal information from support, marketing team, or about the issues patients usually experience
  • If your practice brand is active online, you might want to check data from analytics tools like Google Analytics or Facebook ads if you’re running digital advertising campaigns. That can give you some insight into what is happening across your online touchpoints
  • Gather your testimonials from the patients, good and bad. This will help us understand the mind of your patient and what he thinks about your brand.

Don’t get caught up in this phase too much. The aim here is to capture rough ideas about the patients and their thoughts towards your brand. From our experience, we’ve found that large amounts of data do not fundamentally change the first hypothesis about the patient base.

2) Define the goals and the scope of your patient journey map

Defining the goals and objectives of the workshop is key to its success. It ensures that you’re on the right track and everyone is on the same page. It also makes it easy for you to measure the success of the strategy by checking back and seeing the progress that has been made towards the end goals.

Here are some questions to ask yourself when defining the scope of the workshop:

  • What are the key aspects of the medical business you want to tackle?
  • What are the desired outcomes you want out of this workshop?
  • Do you have any hypotheses you want to confirm by performing a patient journey map?
  • What are the ultimate results and end goals you’d like to achieve after acting-out on the patient journey map?

Answering these questions should give you a head start to defining the scope of the strategy.

3) Choose your team

Having the right people around when conducting PJM is important to a fruitful workshop. On the other hand, choosing too many people or the wrong team can hurt the outcome of the strategy.

From our experience 2-6 people are a manageable number. Any more than that and it will hinder the process of the workshop.

However, the key element here is to choose one stakeholder from each part of your business. Or if you’re a larger facility, a stakeholder from each department is a great option. Make sure that everyone in the team has gone through the scope and the goals of the PJM.

Day 2: The Workshop Stage

Now that everything is prepared, let’s dive into the details of the PJM and how to run the workshop.

Phase 1: Bring the necessary materials

There are two ways to run the workshop: online or in person. Both are fine but for the sake of convenience, I’ll use digital platforms to perform the PJM.

You can invite your team via Zoom and use collaborative virtual whiteboards like Miro or Mural . These online workplaces will make it easy for your team to join the workshop from the leisure of their homes.

But if you decide you’d like to run the workshop in person, the same principles will apply. But you’ll need to prepare stationery tools like pens, post-its of different colors, masking tape, and large sheets of paper to hang on the wall.

Phase 2: Start the workshop

This is the interactive part of the process. It takes roughly 1.5 to 2 hours to finish the complete first draft of the map.

Introduction ⏰ [5-10 minute]

  • Introduce the exercise to the participant and explain why you’re doing this
  • Explain the benefits of this exercise and the end goal of the PJM
  • Recap the insights you gathered from your data and explain who your patient-base is.

Mapping Exercise ⏰ [60-90 minute]

The first thing to do is to present the patient’s journey map. The map consists of different stages, each stage contains specific steps the patients go through. Our goal here to hone in on these steps and pose questions regarding this particular step

  • What are the questions they might be asking
  • Are there any happy moments in this step?
  • What are the pain points that the patient might experience?
  • What opportunities could enhance this particular step?

Here’s roughly how the digital version of the patient journey should look like:

If you’re running the workshop in person, the PJM might look like this:

For each step ask participants to use sticky notes to answer the above questions. At the end of the exercise you should have something like this:

After you finish the first draft of the map, discuss with your team the observation and insights they made. It’s important to create a sense of collaboration during this exercise. Your team should feel involved and invested in the success of the strategy.

Wrap up the workshop ⏰ [5-10 minute]

After everything is said and done, offer a quick recap of what everybody has done today. It is important to inform the participant as to what’s coming next.

Day 3: The Final Stage

Now that the map is finished, all is left is to finalize the Map and provide a concrete plan for the whole team to start acting on.

  • If you run the workshop in person, make sure to convert the map, insights, and notes into a digital format. This will make it more accessible for the whole team to go back and see the PJM
  • Provide the team with a video or write-up about the strategy and the purpose behind it. Make sure to include how this can benefit the whole team and the brand overall
  • Turn the insights and the results you got out of the PJM into an action plan. This plan should include what to do next at each step of the patient journey and what are the things that need to change. This is a critical part of the PJM. You want to act out the strategy to start seeing improvement and profit results for your medical business.

Patient Journey Example

I’ll share with you a recent example of the patient journeys map we conducted with our client so you can see roughly how the first draft of the map should look like.

Hospital Patient Journey

Here is Healthier™ ’s PJM, an Orlando-based community hospital:

For full screen click here or click on see board

The results of performing PJM

  • Healthier profit margin nearly doubled from the first year of acting out the PJM
  • The hospital start now is acquiring 4X the volume of last year
  • The hospital patient retention rate increased from 12% up to 18% within the first year

The secret to a result-driven patient journey map

The Patient Journey Map is as good as the action-plan behind it. The last thing you want is unactionable PJM. You need to provide your team and your stakeholders with an action-based plan that goes through the next steps.

The steps that will redeem the pain-points of your patients, take advantage of the opportunities and make an unforgettable patient experience.

If you’re looking for help to facilitate your workshop or perform a patient journey map, drop me a message . I’d gladly help you.

  • what is a patient journey
  • what is a patient journey mapping
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Sliman M. Baghouri

Sliman M. Baghouri, Founder of unnus™, he's the co-author of unnus magazine and regular contributor in the healthcare marketing industry.

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Patient Journey Mapping Template

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The patient journey map which outlines all of the patient touch points during each stage of the care journey aids in creating strategic outreach that improves both patient engagement and satisfaction.

You can easily edit this template using Creately's block diagram maker . You can export it in multiple formats like JPEG, PNG and SVG and easily add it to Word documents, Powerpoint (PPT) presentations, Excel or any other documents. You can export it as a PDF for high-quality printouts.

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patient journey mapping template free

Patient Journey Mapping: What it is, Benefits and 5 Steps to Do it

In this article, we talk about Patient Journey Mapping covering everything from what it is, its benefits and a Free 5 Step Guide.

In the rapidly evolving landscape of healthcare, patient-centered care has emerged as a crucial paradigm shift. As hospitals strive to deliver exceptional patient experiences and improve outcomes, understanding the patient journey has become paramount. 

A customer journey map is a powerful tool that shares patients’ path from their first encounter with a healthcare facility to their final discharge. By visualizing this complex expedition, hospitals can gain invaluable insights into patient needs, pain points, and opportunities for enhancement, thereby revolutionizing the delivery of care. 

The following article delves into the significance of patient journey maps for hospitals and their importance in optimizing patient experiences, streamlining processes, and ultimately elevating the standard of healthcare.

What is a Patient Journey Map?

A patient journey is a methodology that enables the analysis of a healthcare provider’s processes and value chain but from the patient’s viewpoint. This includes their possible solutions, pain points, emotions, touchpoints and user actions throughout the journey.

The patient journey map employs visual representation to gain deeper insights into how patients engage with a healthcare facility throughout their care journey. This unique approach is an evolution of the customer journey map , tailored specifically to the healthcare context. By employing this method, healthcare providers can unravel the intricacies of patient interactions, uncovering valuable information to enhance the quality of care provided.

The concept of the Patient Journey Map mirrors that of the Customer Journey Map, seeking to uncover areas of enhancement in patient care across various healthcare providers, including hospitals, fertility centers, and more.

Just as a skilled cartographer carefully crafts a map to navigate uncharted territories, patient journey maps chart the course of a patient’s experience, revealing hidden insights, unveiling opportunities for improvement, and ultimately guiding healthcare providers toward a destination of unparalleled patient satisfaction . 

What are the benefits of implementing a Patient Journey Map?

Engaging in the patient journey proves immensely valuable as it enables us to provide patients with an optimal experience, meeting the very expectations that arise when seeking healthcare services. 

The emotional aspect tied to the Patient Journey Map can be profoundly impactful, considering the inherent uncertainties often associated with visiting a healthcare facility.

Considering the unique personalities, fears, behaviors, and attitudes of different patient archetypes play a pivotal role in creating a tailored and pleasant experience for them. Thus, the patient journey map becomes a valuable tool benefiting both patients and healthcare service providers.

● Enhanced Communication with Patients:

By understanding the patient journey, healthcare providers can establish effective and continuous communication throughout the entire care process, addressing any doubts or uncertainties. Keeping patients well-informed and updated through appropriate channels reinforces the quality of care provided.

● Elimination of Blind Spots:

Clear comprehension of each stage of the patient journey helps bridge the gaps between patients and services. From the initial appointment request to discharge and follow-up, identifying and addressing potential blind spots ensures consistent and satisfactory solutions tailored to each patient’s unique situation.

● Streamlined Resolution of Pain Points:

Mapping the patient journey and defining archetypes enables a deeper understanding of patient concerns, particularly identifying which aspects of the service have the most negative impact. Pain points such as waiting times, unclear explanations, lack of empathy, or impersonalized treatments can be simplified and resolved more effectively.

Learn About: Complaint Resolution

● Process Optimization:

A well-defined patient journey optimizes workflow and allows for more efficient handling of all processes. Staff members become better equipped to anticipate and address patient issues promptly, offering alternatives that instill confidence and satisfaction.

● Continuous Improvement:

Implementing a Patient Experience model involves measuring patient experiences through a feedback system . Continuously updating the database with relevant information about patient journeys and their experiences leads to ongoing improvement in response times, customer service processes, and overall service quality .

What is a Patient Persona?

The patient persona represents an imaginary profile that encapsulates potential patients’ needs, goals, illnesses, conditions, emotions, behaviors, and knowledge. 

By creating patient personas, healthcare providers can enhance the accuracy and anticipation of care and diagnosis processes, ultimately improving the experience of individuals seeking healthcare services.

5 Steps to Build Your Own Patient Journey Map

1. define the experience to map:.

Before diving into the Patient Journey Map, it is crucial to determine the specific experience you intend to outline. By establishing your objectives and identifying the type of information you seek to gather and how it will be utilized, you can ensure a more efficient mapping process right from the start.

2. Identify your Ideal Patient:

The majority of data used to construct the customer patient care journey will come directly from patient-clients. Thus, a key step is identifying the patient persona, which can be singular or multiple. You must decide whether the map will encompass various patient profiles or if separate maps will be created for each target patient.

To create the patient persona(s), gather feedback directly from patients and analyze their behaviors and data. Pose questions such as:

  • What initially led the patient to seek your services?
  • Which competitors did they research?
  • How did they discover your website or company?
  • What factors differentiated your brand from others? What influenced their decision (or lack thereof) to choose your services?
  • What are their expectations when interacting with your company?
  • Can they articulate what they appreciate about your company and what frustrates them?
  • Have they ever contacted customer service? If so, how was their experience?

Once you have defined the patient persona(s), you can identify the distinct stages of the customer journey when engaging with your company.

3. Divide the Phases of the Customer Journey:

Throughout the customer-patient care journey, patient-clients progress through several discernible stages.

Phase #1: Pre-Visit


The patient journey initiates with a phase characterized by learning and concern. Patients embark on their healthcare journey upon recognizing a need or developing a concern related to a health issue.

For instance, if an individual experiences symptoms associated with being overweight, they may begin researching options for scheduling an appointment with a medical specialist. At this point, potential patients discover their specific needs and commence the process of investigating suitable solutions. They may turn to the internet, seek recommendations from friends and family, or explore other avenues. During this stage, it is recommended healthcare systems should provide educational support to aid individuals on their journey of understanding.


Following their research, patients reach the consideration stage, having discovered your service. At this point, they possess some knowledge about your healthcare facility’s location and offerings, leading them to believe it could meet their needs. However, patients have also explored your competitors and are contemplating multiple options.

During the consideration stage, potential patients meticulously assess the information they come across, including service descriptions, pricing, contact pages, online inquiries, and reviews. They also evaluate the ease of accessing relevant information before scheduling an appointment and the availability of operating hours, among other factors.

Phase #3: Visit


Having gathered sufficient information and progressed through the consideration phase, the patient ultimately chooses your service. This marks their first contact with the health center, which can occur in person, over the phone, via chat, email, or other means of communication.

During this stage, the patient schedules their appointment. The company must streamline the application process and maintain effective and proactive communication. It is crucial for this phase to be completed without complications.


Within the visit phase is the service delivery stage, where patients interact with various service providers at the health center. From the moment the patient enters the premises, the company must ensure an exceptional service experience.

Service delivery encompasses multiple micro-moments, necessitating comprehensive attention throughout the entire journey. Every interaction matters, from the reception care and waiting times to the core service itself—meeting the patient’s objective of being evaluated by a doctor or specialist.

Phase #3: After the Visit


The Patient journey doesn’t conclude after the initial visit. A crucial third phase occurs post-encounter, where efforts should be dedicated to fostering patient retention and encouraging their return for subsequent visits. Building strategies that monitor the patient experience is essential in designing loyalty programs to ensure patients return for future services.


Part of the post-visit phase involves patient recommendations, which heavily depend on the overall patient journey experience provided by the company. If patients have had a positive service encounter, they are likely to recommend it to others, benefiting your business. 

However, it is important to remember that negative experiences are equally shared, and if patients are dissatisfied, they may spread negative feedback. 

Promptly addressing any negative comments is crucial to resolving issues and preventing unfavorable recommendations.

Phase #4: Identify Touchpoints

An additional vital step in mapping the customer-patient care journey is identifying the various touchpoints between the patient and the healthcare facility. These interactions occur at different stages throughout the patient journey, and understanding these touchpoints aids in developing strategies that facilitate effective communication.

  • Seeking information about healthcare centers: discovering the existence of the healthcare provider and the services it offers.


  • Reviewing patient-client feedback: researching comments and feedback from other patients about their visit experiences at the health center.
  • Exploring promotions: searching for economic benefits such as discounts, promotions, and bundled service packages.

Acquisition :

  • Appointment Request: Contact or visit the health center to schedule an appointment.
  • Provision of Personal Data: The health center will request personal information to finalize the appointment booking.
  • Appointment Confirmation: After providing the required data, the appointment for the agreed date and time is confirmed.
  • Patient Reception: The patient arrives at the health center at their scheduled appointment time.
  • Waiting Room: The staff guides the patient to the designated waiting area.
  • Consultation: The patient’s turn to be attended by the specialist.
  • Payment: The process of settling the payment for the service, which may occur at any point during the service phase, depending on the health center’s policies.
  • Patient Recommendations: Patients offer positive or negative feedback about the health center and its services.
  • Loyalty Program: Incentives such as offers, promotions, discounts, or a points system to encourage future visits.


  • Complaint: If the patient has had a negative experience, they may file a complaint with the health center.
  • Online Reviews: Patients share comments or criticisms about the service by posting reviews on the internet.

4. Identify Contact Channels

Patients engage with the health center through various channels throughout the patient journey. These channels, such as the health center itself, can be physical or online, including social media, email, applications, websites, and online forms.

Identifying the most utilized contact channels at each stage of the customer-patient care journey is crucial. This allows for the development of tailored strategies for each channel, meeting patient expectations at each phase.

Working on the patient journey is crucial for healthcare providers to deliver a high-quality experience to patients. By mapping their interactions, providers gain a deeper understanding of their patient personas, allowing them better to comprehend patient needs, desires, and circumstances to provide the desired care.

You can explore Patient Experience Software to measure your patient journey. QuestionPro published a blog about it very recently!

Patient Journey Map Example 

To better understand what a Patient Journey Map is, we have created this fictitious example using one of the most reputable medical institutions in the healthcare sector, the Massachusetts General Hospital, as a reference.

In this example, we have included some generic touchpoints that are usually the most common in the interaction between a hospital and a patient.

patient journey mapping template free

Through this example, it would be possible to visualize the points of interaction between both parties and the perception that patients have of them, which can be positive or negative. This serves as a clear indicator for making adjustments and learning from what has been done well.

The Office of Patient Experience plays a vital role in facilitating initiatives to assess and enhance the quality of care experienced by patients and their families. They are responsible for evaluating each of these touchpoints and ensuring that appropriate actions are taken.

The Mass General Hospital is a benchmark not only in terms of service level but also in the implementation of methodologies and actions that guarantee the satisfaction of their patients. A clear example of this can be seen in the results of their annual HCAHPS survey, where they score above the national average in various aspects.

Willingness to Recommend Hospital Scores below show the percentage of patients who would “definitely recommend” Mass General to their friends and family.

patient journey mapping template free

To see the complete study, we invite you to visit their website and learn about it.

More Examples of Patient Journey Maps

Seeking inspiration to craft your own Patient Journey Map? Your search ends here!

Explore a collection of remarkable examples from top-notch brands, unveiling their initiatives that delight customers and foster loyalty.

Get set to revolutionize your own Patient Journey!

Mass General Hospital is renowned for providing exceptional care and taking special care in understanding the perspective of its patients. They achieve this through different tools, such as satisfaction surveys, internal and external feedback, and  HCAHPS surveys .

Mayo Clinic is characterized by its focus on patient satisfaction and its extensive technical deployment to gather user and prospect feedback.

Cleveland Clinic is often ranked among the best hospitals in the United States. This recognition is not only due to its incredible facilities, global expansion, and well-prepared staff but also because of its remarkable focus on the experience they provide to its patients and clients.

Singapore General Hospital is one of the largest and oldest hospitals in Singapore. It has been a major healthcare institution providing a wide range of medical services and treatments since 1821.

Johns Hopkins Medicine has long recognized the significance of a positive patient and family experience during hospitalization, which is why they maintain a specific focus on  patient satisfaction  to achieve an optimal experience.

How can you enhance your Patient Journey Map based on your acquired knowledge?

The insights and recommendations shared above are likely to have sparked ideas about the potential impact of these initiatives across various industries, not just healthcare.

The first crucial step is to embrace a customer-centric approach, keeping their needs and expectations at the forefront. By doing so, the actions you take will have a meaningful impact on your customers and yield multiple benefits for your business.

At QuestionPro, we offer a range of tools and features specifically designed to help you achieve this objective.

QuestionPro SuiteCX is a Customer Journey Mapping Software that simplifies the process of creating your customer journey. 

With a vast selection of templates and the ability to personalize user/buyer personas while incorporating your own data, you can conduct precise visual analyses at every touchpoint throughout your patient journey.

Start delighting your customers today!


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  • Patient Journey Mapping

Your complete guide to patient journey mapping

15 min read Healthcare organisations can increase patient retention and improve patient satisfaction with patient journey mapping. Discover how to create a patient journey map and how you can use it to improve your organisation’s bottom line.

What is the patient journey?

The  patient journey  is the sequence of events that begins when a patient first develops a need for care. Rather than focusing on service delivery, the patient journey encompasses all touchpoints of a patient’s healthcare experience–from locating healthcare providers and scheduling appointments, to paying the bill and continuing their care after treatment.

Examining the patient journey is essential to improving the patient experience. Not all interactions a patient has with your organisation are weighted the same. Gathering patient feedback and understanding perceptions all along the patient journey can help you to identify moments of truth : the touchpoints that have the biggest impact on patient loyalty.

Discover how Qualtrics can enhance the healthcare industry

The patient journey vs. the patient experience

Unlike traditional patient experience measurement, the patient journey looks not only at service delivery but also at the steps the patient takes before and after they engage directly with your organisation. It recognises that patient interactions with a healthcare system go well beyond the walls of the medical facility itself.

What are the stages of the patient journey?

There are several stages along the patient journey. When gathering patient feedback, you should make sure to capture insights at each of these stages.

The visual stages of patient journey mapping

Stage 1: Awareness

The patient journey starts with awareness. In this stage, the patient identifies a need for care and begins searching for care providers. Examples of how patients learn about healthcare providers include online searches, review sites, marketing campaigns, networking, and community involvement.

Stage 2: Consideration

In the consideration stage, the patient weighs their options to determine if your health system can meet their needs. Factors patients consider include referrals, coverage and benefits, recommendations, access, and ratings and reviews. Often in this stage, patients interact with your website or social media pages or contact you via phone or email during this stage.

Stage 3: Access

The access stage is where the patient decides to schedule services with your healthcare organisation. Direct patient engagement with your organisation increases during this stage. You’ll engage with patients in a variety of ways including phone calls, the patient portal, text messages, and emails as part of the scheduling and new patient acquisition process.

Stage 4: Service delivery

The service delivery stage relates to the clinical care provided to your patients. Encompassed in this stage are the clinical visit itself, check-in and check-out, admission and discharge, and billing. Traditional patient satisfaction measurement centres around this stage of the patient journey.

Stage 5: Ongoing care

The ongoing care stage of the patient journey involves patient engagement that occurs after the interactions directly related to service delivery. In addition to wellness and care management, this stage may address social determinants of health and population health.

What is a patient journey map?

The best way to utilise the patient journey to enhance patient experiences is by journey mapping. A patient journey map is a visual tool that illustrates the relationship a patient has with a healthcare organisation over time.

Patient journey mapping helps stakeholders to assess the patient experience from multiple perspectives. Journey maps provide a way to visualise the internal and external factors affecting patient flow and the different paths patients must take in order to reach their care goals.

What are the benefits of patient journey mapping?

Patient journey mapping can help you to visualise all of the steps patients take throughout the entire process of seeking, receiving, and continuing care. Creating a patient journey map is useful to identify pain points and gaps in care. Mapping the patient journey makes it easier to develop solutions that make a more seamless experience within your healthcare system.

Patient journey mapping benefits include:

  • Creating shared ownership of the patient experience
  • Refining your patient listening strategy
  • Aligning your organisation with a common view of the patient experience
  • Measuring gaps between the intended experience for your patients versus the actual experience
  • Identifying and resolving common pain points for your patients

Four types of patient journey maps

When creating a patient journey map, there are four types to consider. Each type of map has an intended purpose. You might start your patient journey mapping with only one type and incorporate the others as your efforts progress.

Current state

A  current state journey map tells the story of what patients do, think, and feel as they interact with your organisation today. This type of patient journey map is ideally created using patient data and observational data.

The current state journey map is best for driving incremental improvements to enhance the patient experience.

Patient journey mapping flow

Future state

A  future state patient journey map tells the story of what you want your patients to do, think, and feel as they interact with your organisation in the future. This type of map should capture the ideal journey you’d like to see for your patients.

The future state journey map is an effective tool to drive strategy, align teams, and communicate your visions for new services, processes, and experiences.

Day in the life

A  day in the life  patient journey map illustrates what your patients do, think, and feel today, within a specific area of focus. Patient personas are particularly useful when creating day in the life maps; these are discussed in greater detail below.

This type of patient journey map is intended to capture what your patients experience both inside and outside of the healthcare system. Day in the life maps are valuable to address unmet needs and determine how and when you can better engage your patients.

Service blueprint

A  service blueprint  is a simplified diagram of a current state or future state patient journey map. In the service blueprint, you add layers to illustrate the systems of people, processes, policies, and technologies surrounding each patient touchpoint.

For current state patient journey maps, the service blueprint can help to identify root causes of pain points. For future state, the service blueprint is helpful to visualize the systems or processes that can be put in place to support the intended patient experience.

Patient journey mapping image2

How do you create a patient journey map?

Now that you know about the different types of patient journey maps and their roles in driving patient experience improvement, how do you get started on creating your own?

The most useful maps are those which can expound upon each touchpoint of the healthcare journey with operational data, such as patient demographics, as well as real patient insights and perspectives. Using  a platform that can capture this data  will aid significantly in your patient journey mapping process.

Patient journey mapping: getting started

Before you get started, it’s a good idea to engage individuals across all departments and include input from multiple stakeholders. Once you’re ready, follow these steps to begin creating an effective patient journey map.

Identify your target audience

What type of patient journey will you be mapping? There may be varying patient journeys within your organisation; for instance, an oncology patient’s journey will look very different from that of an expectant mother. The journey of a patient with health insurance will differ from that of a patient without insurance. To map the patient journey, you’ll want to create robust patient profiles you can use to segment and track like-populations throughout the healthcare experience.

Establishing patient personas and segments

Not every patient will have the same healthcare goals. Creating patient  personas based on behaviours and preferences is a good way to differentiate the needs and more clearly understand the perspectives of the unique populations you serve.

  • Demographic information such as age group, gender, or location
  • Healthcare-specific goals, conditions, and treatments
  • Healthcare-specific challenges/pain points
  • Engagement patterns and expressed feedback
  • How your services fit into their life
  • Barriers to care

Specify a goal for the patient’s journey

The patient personas you create will all have unique goals within the care journey. The patient has a specific goal in mind when they initiate contact with your organisation, whether it is treatment of symptoms, a diagnosis for chronic issues, or surgery.

Every interaction along the patient journey influences how successful the patient feels about achieving this goal. When mapping the patient journey, you’ll want to consider how the various touchpoints affect the patient’s ability to meet this goal.

Identify the patient’s steps to accomplish their target goal

This step is about how the patient views their care journey within your health system–not about the actual processes and systems your organisation has in place. Effective patient journey mapping requires you to see how the patient navigates the journey through their point of view.

Omni-channel listening is a valuable strategy in this step of journey mapping. Listening to your patients across all the channels can provide a clearer picture of their perceptions and behaviours as they engage with your organisation.

Some steps the patient takes may not even include your organisation, but might still affect how they are interacting with you directly. For example, if a patient logs into their health insurance portal to check coverage for healthcare services, they are not engaging with your organisation but this is still a part of their care journey that may feed into their interactions with your organisation later on.

Uncover perceptions along the journey

Gather patient feedback along the touchpoints of the care journey to identify key emotional moments that may disproportionately shape attitudes. These insights shed light on what’s working and what’s not; they can also be used to highlight the moments of truth that contribute to patient loyalty.

Patient perceptions are an important piece of patient journey mapping; it will be difficult to drive action without them.

Additional tips for creating the ideal patient journey map

Patient journey mapping is a continuous process. Creating the map is the first step, but the true value is dependent upon maintaining the map as you continue to gather insights and refine processes.

This leads to the second tip: be ready to take action! You can use a patient journey map to draw conclusions about your patients’ experiences within your organisation, but awareness alone will yield no benefits. The journey map is a valuable tool to be used in your wider improvement efforts.

How do you drive action using a patient journey map?

Once your patient journey mapping is complete, it’s time to put it to good use. Here are five ways patient journey maps can be used to drive action.

Identify and fix problems

The visual layout of a journey map makes it ideal to identify gaps and potential pain points in your patient journeys. This will give you a better understanding of what’s working and what’s not. It will also help you to visualise where and how improvements can be made.

Build a patient mindset

Patient journey mapping enables you to incorporate more patient-centric thinking into your processes and systems. Use your map to challenge internal ideas of what patients want or need. Invite stakeholders to navigate the touchpoints along the healthcare journey to gain perspective.

Uncover unmet patient needs

By mapping the patient journey, you can build stronger patient relationships by listening across all channels to determine where experiences are falling short or where unmet needs emerge. This enables you to look for opportunities to expand alternatives, streamline initiatives, and create new, engaging ways for your patients to share feedback.

Create strategic alignment

Utilise your patient journey map to prioritise projects or improvement efforts. It can also help you to better engage interdepartmental staff to better understand policies and work together toward patient experience goals.

Refine measurement

Patient journey mapping is a great resource to use when defining patient satisfaction metrics and identifying gaps in how you currently gather insights.

How does patient journey mapping increase your bottom line?

Patient journey mapping can increase your bottom line by laying the foundation for improved patient satisfaction and higher retention.

Organisations across all industries are looking to understand customer journeys in order to attract and retain customers by gaining deeper insights into what drives the consumer experience.

As healthcare becomes more consumer-driven, health systems must similarly map the patient journey to improve the patient experience and boost retention. The cost of patient acquisition, combined with the fact that patients are willing to shop around for the best healthcare experience, means success depends on creating the most seamless patient journey possible.

The tools for success

For the most impactful patient journey mapping experience, you’ll want the ability to link your operational and experience data to your journey map’s touchpoints. Insights about what has happened at each touchpoint, as well as why it is happening, empower you to create experiences that meet patient expectations and drive up satisfaction.

Here are some best practice considerations as you develop your patient journey mapping strategy:

  • Create a shared understanding throughout your health system of how your patients interact with your organisation, and you’ll know the roles and responsibilities of your different teams
  • Design a unique patient journey based on multichannel, real-time feedback from the patient
  • Consider the frequency with which topics emerge in feedback, as well as the emotional intensity behind them to zero in on what improvements can drive the greatest impact
  • Develop empathy and collaboration between teams, working together to achieve the same outcome
  • Drive a patient-centric culture by developing a shared sense of ownership of the patient experience
  • Connect your operational patient data with your patient experience feedback in one system
  • Leverage a closed-loop feedback system that triggers actions for immediate responses to patient concerns

Qualtrics’ XM Platform™  is designed to support all of these actions throughout the journey mapping process.

Related resources

Nursing shortages 13 min read, healthcare branding 13 min read, patient feedback 13 min read, patient experience: your complete guide 12 min read, symptoms survey 10 min read, quality improvement in healthcare 11 min read, nurse satisfaction survey 11 min read, request demo.

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Patient Journey PowerPoint Templates for Presentations:

The Patient Journey PowerPoint templates go beyond traditional static slides to make your professional presentations stand out. Given the sleek design and customized features, they can be used as PowerPoint as well as Google Slides templates . Inculcated with visually appealing unique and creative designs, the templates will double your presentation value in front of your audience. You can browse through a vast library of Patient Journey Google Slides templates, PowerPoint themes and backgrounds to stand out in your next presentation.

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What is a patient journey powerpoint template.

A Patient Journey PowerPoint template is a ready-made presentation template that provides a structured framework for creating professional Patient Journey presentations. The Patient Journey PPT presentation template includes design elements, layouts, and fonts that you can customize to fit your content and brand.

How To Choose The Best Patient Journey Presentation Templates?

Keep the following points in mind while choosing a Patient Journey Presentation template for PowerPoint (PPT) or Google Slides:

  • Understand your presentation goals and objectives.
  • Make sure the Patient Journey template aligns with your visual needs and appeal.
  • Ensure the template is versatile enough to adapt to various types of content.
  • Ensure the template is easily customizable.

Are Patient Journey PowerPoint Templates Compatible with Google Slides?

Yes, all our Patient Journey presentation templates are compatible and can be used as Patient Journey Google Slides templates.

What Are the Advantages of Patient Journey Presentation Templates?

Patient Journey PPT presentation templates can be beneficial because they:

  • Add multiple visual and aesthetic layers to your slides.
  • Ensure that complex information, insights and data is presented in a simplistic way.
  • Enhance the overall visual appeal of the content.
  • Save you a lot of time as you don’t have to start editing from scratch.
  • Improve the professional outlook of your presentation.

Can I Edit The Elements In Patient Journey PowerPoint Templates?

Yes, our Patient Journey PowerPoint and Google Slides templates are fully editable. You can easily modify the individual elements including icons, fonts, colors, etc. while making your presentations using professional PowerPoint templates .

How to Download Patient Journey PowerPoint Templates for presentations?

To download Patient Journey presentation templates, you can follow these steps:

  • Select the resolution (16*9 or 4*3).
  • Select the format you want to download the Patient Journey template in (Google Slides or PowerPoint).
  • Make the payment (SlideUpLift has a collection of paid as well as free Patient Journey PowerPoint templates).
  • You can download the file or open it in Google Slides.

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A friendly doctor looking after a woman who just gets her bloodpressure checked

What is patient journey mapping and how to do it?

Patient journey mapping is a powerful tool that allows healthcare providers to visualize and analyze the various touchpoints and interactions patients have throughout their healthcare journey. For this article, we talked to an expert service designer with many years experience as a paramedic and flight rescuer to learn: what is patient journey mapping? Why is it important? And how to create a patient journey map?

  • ‍ Journey mapping in the healthcare context
  • What is patient experience, what's the patient journey?
  • ‍ Why is patient journey mapping important
  • ‍ How to create a patient journey map
  • ‍ Patient journey map example and template
  • ‍ Challenges of patient journey mapping

Patient journey mapping and the healthcare context

It does not matter what place on earth, culture, age, gender, predisposition – at some point we all need medical help. And in those sensitive moments, we are glad to have a health system where we can trust both the processes, and the human interaction.

However, the reality of patients’ experience with healthcare services is far from being flawless: disappointment about information sharing, a lack of understanding of the process ahead, and insecurities about one’s own possibilities and tasks are just a few things that make the use of healthcare services feel unpleasant and stressful. 

The health system as we know it in countries of the Global North today has been built upon the analogy between a human and a machine: if something is broken, just use a tool and fix it. As it focused on curative medicine which is highly specialized and based on complaint-treatment, it tends to focus on biological aspects.

patient journey mapping template free

What’s been overlooked for a long time is that humans do not only consist of their physical health, but people’s mental health and social conditions are just as important, as underlined by the World Health Organization constitution .

95% of customers claim they had a bad experience in healthcare. The doctor's answer

While we have many decent processes set up in many parts of the world, the experience of people when receiving healthcare is still something we are not actively tackling, or not enough.

Humans can’t be handled like a car – putting them into a workshop, leaving them there waiting for a while, treating them without informing them what’s going to happen, and then letting them go again, hoping it will work for a while until it breaks down again. It can’t always be ‘treat and street’.

Together with the rise of scientific psychology and the decreasing stigma of fear and pain, the importance of human perception is increasingly gaining attention in the sector. For example, medical students learn soft skills at university, like patient-doctor-communication, and are entering healthcare institutions with the desire of not only fixing bodies, but also comforting minds by creating trust and supporting human wellbeing as much as they can.

Meanwhile, public and private health systems want to increase access to services and enhance workflows in different stages of the patient journey, besides promoting health and preventive care extensively, reducing future health care costs.

For all those who are interested in and willing to put effort into comforting patients, journey mapping of healthcare experiences can be a great approach.

Obviously, practicing patient journey mapping in healthcare has an enormous potential to impact people’s lives.

What is patient experience? What is the patient journey?

Patient or healthcare experience describes the entire set of experiences of a person using healthcare services. This can include the pre-service time, the service or treatment itself, but also post-treatment experiences like checks and ongoing training. Patient experience consists of touchpoints with the health service provider, but also includes moments of no interaction, such as waiting time for an outpatient appointment.

The patient journey refers to the complete process that an individual goes through when seeking healthcare services, from the initial onset of symptoms or the decision to seek medical help to the resolution of the health issue. It encompasses various stages and touchpoints along the way, involving interactions with healthcare providers, healthcare facilities, and other related services.

A patient journey map –or patient experience map– is a visual representation or diagram that illustrates the various stages, touchpoints, interactions, and emotions experienced by a patient throughout their healthcare journey. It provides a comprehensive overview of the patient's experience, from the initial contact with the healthcare system to post-treatment follow-up.

Why is patient journey mapping important?

Patient journey mapping is important because it helps us identify critical moments in the healthcare experience that shape their perceptions and satisfaction levels. It enables healthcare organizations to understand the patient's emotional state, expectations, and needs at each stage, allowing for targeted interventions and personalized care plans. By uncovering gaps and inefficiencies in the healthcare system, patient journey mapping can also lead to process improvements, streamlining workflows, and enhancing the overall quality of care delivery.

Let's look at this in more detail.

The greatest value of patient journey mapping is that it helps us find answers to some of the most important questions of design:

Who are the patients?

In healthcare, the customer could not be more diverse: age, gender, personal characteristics and experiences with the healthcare system… Depending on the area of healthcare, one or the other characteristic might be dominant. Whereas in the emergency department patients will be mixed, dealing with children in pediatrics requires communication skills and taking multiple stakeholders like parents or school staff into account.

In general we can say: the more healthcare workers know about the people they’re dealing with, the easier it is to actively create and improve the service flow. A few questions that help to better understand the patients are:

  • How much expertise with healthcare do they (or their trusted people) have?
  • What’s their predisposition regarding support by their family or friends?
  • What’s their cultural predisposition, what are their beliefs, what are their fears?

Visualization of a patient persona created in Smaply.

What are the patients’ needs for information?

Health data tends to be rich, complex, and easy to misinterpret if not communicated properly. Even if it requires years of education to understand and treat certain conditions, it is absolutely necessary to be able to communicate the matter in easy language to the patient so they can make an informed decision about the further process.

In order to have a decent flow of information between the patient and the different healthcare staff (doctors, nurses, psychologist, …), a patient journey map can help clarify the communication flow from the patient perspective:

  • What does a patient need to know about their health status to understand it, make decisions, and feel that they are in good hands, without being left behind with too many questions?
  • When does the patient need which information? When is a patient able to process and keep certain information in mind?
  • In what format would the information be most useful?

Four-step journey map of information sharing

How can we shape different stages of the patient journey?

We have to differentiate between the various stages of care. Mostly, we think of the actual treatment and consultation time. However, the pre-service and post-service experience are also essential parts of the overall patient journey.

Let’s take an example from our interview partner:

The emergency journey is usually connotated very negatively as the main persona, the patient, is in pain and needs immediate help. At this moment, the main aim is to avoid chaos and panic and to listen to the patient's wishes and feelings, especially to find out pain points and provide comfort. Professional patient journey research can be quite tricky here, but it would be a good starting point for patient journey mapping to research further how this phase can be improved.
As soon as you enter the landscape of a hospital, there is a chance for vast improvements in many different areas – if you manage to raise awareness amongst staff and gather the right data for the patient.
Then the transition between the hospital stay and the after treatment is quite rough and yet provides us with a lot of chances from a service design perspective. There is a strong chance for improvement where awareness is lacking because of missing data.

A few questions that will help with journey mapping in healthcare are:

  • What is the right moment for delivering information to the patient?
  • What is the right time for the patient to process information and make decisions?
  • How can education help at each stage of the patient journey to make the patient feel self-efficient and at the same time rely on the system?

Four steps of a journey in a text lane visualizing the post service communication. Created in Smaply.

How do different staff types interact with patients?

Health is complex, and healthcare workers are experts in their very own field. However analysis and treatment usually needs the knowledge and skills of multiple people, collaborating, or handing over cases to one another. Each person will build their own interaction with the patient, have their own communication style and content.

Questions that will help with patient journey mapping are:

  • What other parties are involved and have an impact on the patient experience?
  • How can everybody in their own role support the patient and make them feel safe?
  • How is it possible to make it feel like a cohesive system, instead of a cluttered patchwork of single service providers that don’t properly communicate?

Four steps of a journey map visualizing the interaction with various staff members. Created in Smaply.

How to create a patient journey map

Understanding how to do patient journey mapping is key to taking a patient-centered perspective into practice.

A patient journey map typically includes the following key elements:

Research and data

Patient journey mapping involves collecting data from various sources, including patient surveys, interviews, focus groups, observations, and analysis of healthcare records. The data is then used to create a visual representation, often in the form of a diagram or infographic, that presents the patient's healthcare journey in a clear and accessible manner.

The journey map is divided into different phases that represent the distinct stages of the patient's healthcare experience, such as pre-visit, diagnosis, treatment, recovery, and post-treatment.


These are the interactions or points of contact between the patient and the healthcare system. They can include phone calls, appointments, online portals, waiting rooms, consultations, procedures, and follow-up visits.

Communication is key, and a very sensitive topic within healthcare discussions. How much does the patient know and how much is communicated to them in the early phases? A communication layer, basically a plain text lane, can help optimize the communication flow. How much does the patient know at what point, about their situation, about what’s to come? And how is it communicated to them, in what words and format?

These four steps of a journey map created in Smaply show how the persona Karl would have liked the communication to be like.

Emotions and pain points

The patient journey map captures the patient's emotions, thoughts, and actions at each stage of the healthcare journey. This helps to understand the patient's mindset, concerns, anxieties, and overall satisfaction levels.

Patient journey maps identify the obstacles, inefficiencies, or pain points that patients may encounter during their healthcare experience. These can include long wait times, complex administrative processes, lack of communication, or insufficient information.

On a patient journey maps, emotions and pain points are visualized with the help of an emotional journey alongside a dramatic arc. 

  • The emotional journey ilustrates how satisfied a patient is (very satisfied - neutral - very unsatisfied)
  • The dramatic arc illustrates the importance of an experience (from highly important to unimportant)

Together with the emotional journey, the dramatic arc helps uncover the most important moments that should be tackled first: moments that are high on the dramatical arc (thus, highly important) and low on the satisfaction (patient does not feel treated appropriately).

The combination of dramatic arc and emotional journey visualized in Smaply.

Opportunities and interventions

By analyzing the patient journey map, healthcare providers can identify opportunities for improvement and interventions that can enhance the patient experience. This can include interventions such as improving communication, enhancing care coordination, implementing patient education programs, or streamlining administrative processes.

Stakeholder impact

First, patients might be involved in multiple institutions during the time of the treatment, so it’s beneficial for healthcare workers to know what other parties are involved, or what other experts and services are available to support the patients throughout their journey.

Another thing that people usually neglect is the role of relatives, friends, and family in the patient’s journeys. Not only because they might be needed to support the patient pre, during, and post treatment, but also because they themselves might be affected emotionally.

Finally, healthcare workers themselves should be seen as important stakeholders: having to deal with sensitive cases might be stressful, touching, or raise other strong feelings and needs.

Having a layer to visualize stakeholder impact, stakeholder possibilities and pain points, maybe even by creating multi-persona-maps, can help to understand the bigger picture.

The stakeholders also visualized in the journey map as a backstage lane.

For extensive journey maps with advanced lane and content types like these, it often makes sense to use a digital journey mapping solution. Obviously we can warmly recommenced Smaply , but there's more: To make it easier for you to choose one, we collected the best programs for customer journey mapping .

A patient journey map example and template

This is an example of a patient journey map that can also serve as a free patient journey template for you to create your first own map.

For a digital template, you can create a free account on Smaply and start working with the patient journey template that is available for free on the tool.

a patient journey map consisting of step description and images

Challenges of patient journey mapping

Unfortunately, practicing patient journey mapping to understand and design healthcare experience is not the standard yet – for specific reasons.

However, knowing the issues and learning about potential solutions can help to overcome these hurdles.

In the following we look at the most common reasons of healthcare organizations not practicing patient journey mapping and actively designing healthcare experiences.

The team is lacking awareness

Only few healthcare workers have ever heard about human-centered management approaches like journey mapping, personas, and the like. However the first time they hear about them, the reaction goes like: “Oh yes, that

is really needed! Taking the patient's perspective into account, that makes so much sense!”

So what to do if the team is lacking awareness about patient-centric services?

  • Introduce them to the mindset. Talk about human centricity, about service design. Offer workshops for those who are interested and be sure they will spread the word.
  • Introduce them to the main methods like personas, journey maps and stakeholder maps. They don’t need to actively use them, purely having heard about them will impact their thinking
  • Give them time to process what they have learnt, and to reflect on it on an everyday basis
  • Together, reveal long-lasting habits that are contrary to what patients need
  • Together, reveal opportunities for change
  • Try to gather patient feedback in casual moments so the need for change is highlighted

There’s no time or budget for expensive projects

Change is expensive, especially when it affects the entire organization. Well… not necessarily.

Looking at other patient-centered initiatives like the one conducted by the UK Government, it turns out that working on the patient experience can actually even help save money. It can make teams collaborate better, make use of synergies and result in more efficient processes.

To fight this prejudice, try the following:

  • Visualize examples of where bad service design results in wasted resources
  • Refer to successful projects from other initiatives
  • Conduct a small, below-the-radar project and showcase the results

The team does not know the big picture

Everyone knows the case of having tunnel vision after working quite a long time at the same place with the same people. The key here is to break up silos and not to be blinded in daily work.

  • Foster cross-silo interaction. Have different departments talk to each other: nurses with doctors, office workers with sanitary staff, patients with managers.
  • Employ managers. A special characteristic of the healthcare field is that most people come without an actual management background. Talking about T-shaped skill sets. Healthcare workers mostly are not generalists, but specialists. Make sure to have generalists aboard.
  • Show the impact. Start with a small and obvious project and use success to showcase how all parties – patient, healthcare workers, partners – can benefit from change.

The system is complex

Yes, the healthcare system is complex. In each patient’s case, there are multiple parties involved, often over long periods of time. Not only is handling interaction between humans not easy, but the same can be said of handing over sensitive healthcare data. Keeping track of artifacts, projects and data is obviously nothing an Excel-Spreadsheet can do for you.

To gain and keep an overview of the different construction sites will be helpful to:

  • Not take processes for granted. The only given thing is patient experience, and processes have to adapt to that – if not in the short term, then at least in the long run.
  • Gather the data you need – and only the data you need – and generate a patient experience insights hub.
  • Break complex maps / journeys down into high-level vs. detailed maps and make the different parts accessible to the people who need the specific knowledge
  • Break the silos. Create cross-silo, cross-functional teams that cooperate on the project and help to navigate the system

The experience patients have with their healthcare provider does not only have a great impact on their recovery, but also on hard KPIs of healthcare. Managing patient experience is thus a must-do for healthcare institutions. Working in grown-up, complex systems might require starting small and waiting a long time for first success moments. However, even small changes can have a huge impact on a great number of people. Approaching the project with realistic expectations can increase both buy-in and the team’s motivation in the long run.

Now it's about implementing what you've just learned: Create patient-focused journey maps to understand the patient experience and innovate your services.

Smaply lets you easily visualize healthcare experiences, patient personas, and ecosystem maps. By the way, it's free.

patient journey mapping template free

Katharina Rainer

Katharina is a marketer with a background in business and psychology. She loves both logical as well as empathic thinking and always strives to align the goals of organizations and their customers. Besides SaaS marketing, her heart also beats for social engagement, for which reason she supports several NGOs with their communication matters.

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  • What is Patient Experience & Why It Is Importance ?

A Comprehensive Guide to Patient Journey Mapping

  • Author: Wavetec
  • Published: January 26, 2024

Is regulating patient experience at your healthcare service a challenging task? If your patients leave the hospital unsatisfied with the service, we have a solution for you!

Patient journey mapping is vital in understanding your patient’s experience at every step of interaction with the hospital, whether virtual or physical. This allows you to empathize with your patients, facilitate their experience, and contribute in uncertain and stressful times.

Parallel to the patient’s journey, healthcare systems face increasing challenges in patient management, regulating space constraints, limiting healthcare providers, and budgeting. By mapping the patient journey , you can pinpoint the shortfalls in your management services, improve facilities, and increase patient turnout.

The patient journey map must be curated in detail, accounting for various touchpoints and patient perceptions. The most accurate method of measuring healthcare quality is pairing patient journey maps with patient satisfaction scores, such as the Hospital Consumer Assessment of Healthcare Providers and Systems (HCAPHPS) and a Net Promoter Score (NPS) .

Higher scores speak volumes about your healthcare services, increase patient retention, and promise returns.

What is Patient Journey Mapping?

Patient Journey Mapping is a strategic tool in healthcare that visually illustrates the entire patient experience, from initial contact to post-treatment follow-up. It involves mapping out key touchpoints and stages, such as appointment scheduling, diagnosis, treatment, and aftercare.

This process allows healthcare providers to understand the patient’s pathway through the healthcare system comprehensively.

Amidst the changing landscape of the healthcare industry, patients look for service providers that offer a personalized experience. Besides renowned healthcare providers, patients look for a human-centric environment that provides timely and efficient services.

Moreover, modern consumer requirements demand a digital transformation of healthcare services.

Healthcare managers can use patient journey maps to visualize the blind spots and pain points in a patient’s experience. A distinguished healthcare service sees journey mapping as a powerful tool that tells about a patient’s well-being and connects care providers with their emotional journeys.

You can make your practices to be more empathetic and make a difficult journey seamless.

The Benefits of Patient Journey Mapping

Investing in patient experience mapping carries benefits for both parties, care providers and patients. We have highlighted some benefits of journey mapping below:

Improved patient communication

Identifying unaddressed patient issues helps build a connection with the patient. Keeping them at the model’s center and informing them of changes before their visit reduces frustration and confusion.

Continuous patient care

With a streamlined workflow, staff members and care providers can remove uncertainties from a patient’s care journey. An integrated healthcare system removes loopholes, such as overbooked appointments, which otherwise lead to negative patient feelings.

Personalized care

Given the nature of the treatment plans and services offered by the healthcare industry, a one-shoe-fits-all theory does not apply to the consumers. By integrating patient data with business models, you can provide a customized experience to the patients.

Turn-out increases when patients receive automated appointment reminders and physician availability updates.

Improved Efficiency

Patient journey maps identify the demand for time management and sensitivity in healthcare. Feasibility arrangements such as pre-booking appointments, receiving digital laboratory reports, and online consultations boost patient satisfaction.

Patient retention and profitability

Patient feedback is crucial to introducing or revising policies, growth opportunities, and consistent revenues.


Seamless Patient Journey

With our intuitive interface, patients can easily register, check-in, and monitor their queue status. This reduces their anxiety, improves their overall experience, and fosters a positive perception of your healthcare facility.

7 Key Stages in the Patient Journey

Patient journey mapping differs for each hospital or clinic, depending on the care level. Most tertiary care hospitals identify three key stages when patients experience mapping .

Touchpoints of each step may differ slightly in pregnancies, emergency services, and outpatient departments.

Let’s read about the details of each stage below:

1. Awareness:

  • This stage often begins with recognizing symptoms, changes in health, or routine checkups revealing potential issues.
  • Patients may notice something is amiss, prompting them to seek further information or professional advice.

2. Consideration:

  • Information gathering kicks into high gear. Patients may research their symptoms, explore potential causes, and consider various treatment options.
  • Seeking advice from healthcare professionals, friends, or family members becomes a key part of this stage.

3. Decision:

  • Armed with information, patients make decisions about their course of action. This could involve choosing a specific healthcare provider, deciding on a treatment plan, or committing to lifestyle changes.
  • The decision-making process may also involve discussions with healthcare professionals to ensure alignment with the patient’s values and preferences.

4. Engagement:

  • This is the active phase, where patients interact with healthcare providers, undergo diagnostic tests, and initiate the chosen treatment plan.
  • Open communication between the patient and the healthcare team is crucial during this stage to address concerns, clarify expectations, and ensure a collaborative approach.

5. Treatment and Recovery:

  • The chosen treatment plan is implemented, whether it’s medication, surgery, therapy, or a combination of interventions.
  • Recovery involves monitoring progress, managing potential side effects, and adapting the treatment plan as needed.

6. Follow-Up and Maintenance:

  • Post-treatment, patients often enter a phase of follow-up care. This can include regular check-ups, monitoring for recurrence, and adjusting treatment plans as necessary.
  • Lifestyle changes and ongoing self-care may be emphasized to maintain health and prevent future issues.

7. End-of-Life Care (if applicable):

  • In cases of terminal illness, this stage involves compassionate and supportive care. Palliative care aims to enhance quality of life, manage symptoms, and provide emotional and spiritual support.
  • This stage emphasizes open communication about end-of-life preferences and ensures a dignified and comfortable experience for the patient and their loved ones.

Analyzing the Patient Journey Map

Once you have designed a patient journey map for your service, the correct way of utilizing the maps is to identify the pain points. Next, we enlist and discuss some common hurdles patients face that delay prompt care, including internal and external factors or barriers to healthcare.

1- Pre-visit

  • The patient feels anxious about the medical condition.
  • The website needs more information about the healthcare facility to make patients satisfied. Your website must be SEO-friendly and listed on Google to regulate patient management.
  • During this stage, missed phone calls and confusing appointment scheduling tasks lead to care provision delays.
  • Limited communication with consultants before visiting

2- At the healthcare facility

  • Filling out the pre-appointment questionnaire is time-consuming and makes patients uneasy.
  • Lengthy waiting times and mismanaged queues for appointments reduces patient satisfaction. Patients waiting at the facility can be guided using digital signage that communicates announcements, turns, and navigates around the healthcare facility.
  • Explaining old symptoms and information to the same care provider at every visit frustrates patients.

3- Post-treatment plan

  • Billing and initiating the hospital discharge process is often tedious.
  • Receiving feedback from patients to measure patient satisfaction.
  • Unable to monitor the patient at home and set up follow-up appointments creates mistrust between the patient and the doctor.

Gain valuable insights

Leverage our healthcare queue management system’s data to make informed decisions to improve the patient experience. We have seen up to a 35% increase in patient satisfaction.

Patient Journey Mapping Template

We have designed templates of patient journey maps to help you make the best one for your hospital system. As shown in the samples, patients visiting different departments have specific touchpoints. For example, a patient scheduling his appointment for the outpatient department will research the clinic and the primary caregiver.


However, the primary concern for patients requiring urgent care will be prompt ambulance services and treatment. Despite the differences, all patient journey maps are based on three key stages: pre-hospital care, in-hospital care, and post-treatment plans.


Patient Journey Improvement Solutions

If you want to enhance patient flow management and boost patient satisfaction at your hospital, we recommend using pre-engineered solutions. There are many ways to improve the quality of service you provide to your patients.

One such solution is the Wavetec patient flow system. Adopting a digital healthcare system can optimize patient-doctor interaction and improve investment returns.

We have put together the most impactful solutions your facility can sign-up for each stage of the patient journey map. Here’s what they are:

  • Online appointment and booking
  • Queue management – People counting, WhatsApp Queuing, Queue management applications, Digital Signage
  • Patient application
  • Self-check-in kiosks
  • Integrated manager dashboards and analytics
  • Customer feedback reports
  • Curbside pickups

Let’s learn about each solution and how it will benefit your healthcare center.

1. Simplify Online Appointment Booking


Before visiting the facility, patients can schedule online appointments and ticketing on the website or patient application with their preferred physician. This service allows your patients to book seamlessly, check-in and receive wait time or canceled appointment notifications. Satisfying your customer before they arrive mitigates their already-high worry levels.

2. Patient Management


Waiting in queues for examination rooms and healthcare providers is a major source of concern for patients. You can reduce perceived wait times by giving patients a virtual waiting room. This can be done by signing up for WhatsApp Queuing and the Queue Management Mobile App. These services give patients virtual tickets and wait time notifications, allowing them to manage time effectively.


Walk-in patients and patients with pre-booked appointments can also use automated, self-service kiosks at the facility to check in or reschedule appointments. Patients can scan the displayed QR code or use biometrics technology to receive tickets via SMS, Email or WhatsApp.

You can manage the patient count in the waiting area using a real-time counter and digital signage . This helps emergency case patients to navigate the hospital without confusion.

3. Promoting Patient Satisfaction

Many patients must visit the healthcare facility multiple times to collect laboratory reports, prescriptions, and medications. You can facilitate this tedious process by providing delivery and curbside pickup options. This regulates unnecessary traffic at your hospital and saves time for patients.


Investing in Patient Applications is a great marketing tool and a one-stop solution to patient worries. Individuals can learn more about your facility’s services, access laboratory reports, initiate billing, and receive updates and reminder notifications. This is particularly useful in conducting telehealth rotations with expecting mothers and palliative care patients who cannot visit the facility often.

4. Patient Feedback


Receiving your consumer’s feedback and solving their queries ensures a successful approach to patient journey mapping. Wavetec has designed a customer feedback solution to measure customer satisfaction and follow up on your staff’s performance.

Additionally, you can get a management portal for the hospital staff and care providers. This can be integrated with patient data to give healthcare providers complete information.

Softwares such as Spectra include dashboard analytics and reports on the performance of each department to help you identify the shortfalls. This will help you build a congregated team that runs operations smoothly in the patient’s best interest.

Studies have shown that facilities using solution experience up to a 50% decrease in missed appointments, optimizing resource utilization and increasing revenue.

The modern healthcare system requires providers to be more involved in providing a seamless patient experience. In this blog, we highlight the role of patient journey mapping to help you identify touchpoints in a patient’s journey. Before, during, and after treatment, it is crucial to comprehend the patient’s viewpoint to ensure proper care.

Patient journey solutions are, therefore, integral in distinguishing your healthcare facility. Investing in patient applications, queue management software, receiving customer feedback, and analyzing it is vital in improving your standing.

Adopt our solutions, transform the healthcare industry, and make your approach more empathetic!

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How to Use Patient Journey Mapping to Design an Outstanding Patient Experience

Want to deliver a better patient experience? Start by mapping the patient journey. Here's how to do it.

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Gaine Solutions

The Step-by-Step Guide to Patient Journey Mapping

by Gaine Solutions | May 18, 2022 | Healthcare , Life Sciences

Provider holding clipboard is interviewing a patient for patient journey mapping.

Customer journey mapping has been used for years in marketing and customer service. Now healthcare realizes journey mapping’s potential when used in the biotech and life sciences industry. Patient journey mapping offers providers and researchers a complete view of patients and their respective environments, which will help them mitigate risks and achieve more favorable outcomes.

Learn the five steps for patient journey mapping using big data and customer experiences and how it will help you offer patient-centric care.

Key Takeaways:

  • Patient journey mapping outlines a patient’s journey from first realizing their health concerns through treatment.
  • A patient’s journey map tells providers and researchers where common risks arise and how to influence patients for better outcomes.
  • You need to collaborate with health care providers to ensure your patient journey mapping is complete.
  • Big data, artificial intelligence, and digital technology make patient journey mapping possible in healthcare.

What is Patient Journey Mapping?

Patient journey mapping  is tracking and analyzing your patient’s experiences, touchpoints, and treatment from when they first noticed symptoms or an issue through to their outcome. A patient map includes:

  • Medical records
  • Medications they took
  • Prescriptions they refilled
  • Treatment or therapies they underwent
  • Lifestyle choices they make (like exercising or diet)
  • Doctor or care visits
  • Survey results

Example of patient journey mapping

Image source: Voxco

These pieces help providers create a complete picture of how effective their treatment was or why a patient stopped treatment because they can understand a patient better and any influencing behaviors. In addition, when providers see how each piece plays a part in the patient’s outcome, they can also identify specific areas of concern or risks to avoid.

Why Patient Journey Mapping is Important

Healthcare and life sciences want to deliver top-quality care while minimizing costs and offering a positive experience for patients. However, with scattered patient information or incomplete records, that has been difficult in the past. Additionally, those in biotech and life science have traditionally worked through a healthcare system when delivering care, which puts further distance between them and the patient journey.

That scenario is no longer the case because of new digital technology like artificial intelligence and platforms that can collect and organize  big data in healthcare .

Today, patients can access their healthcare information for themselves. This allows them to research their diagnosis and approach providers directly instead of going through their primary care physician or other medical providers.

This technology also helps those in healthcare and life sciences to understand more about patients and deliver better treatment options. As a result, you have a clearer picture of your product’s effectiveness and where you should adjust your treatment options to improve the patient’s experience. The information you gain from patient journey mapping in life sciences and biotech will also help you write educational material because you will have more accurate and specific instructions for patients based on real situations.

Below is a patient journey map example for a pneumonia patient.

Patient journey mapping example of a pneumonia patient

Image source: NIH

5 steps to map your patient journey in healthcare and life sciences.

Take these five steps to help you create a patient journey map for healthcare and life sciences.

Video: Pharmaceutical Industry JOURNEY MAPPING in 3 Steps for Patients and HCPs

1. understand your purpose.

You wouldn’t start a journey without knowing your destination, and neither should you create a customer journey map without knowing your purpose for treatment.

One patient can generate nearly 80 megabytes of  medical data  annually. Without focus, you can easily drown in that amount of information and have a difficult time making relevant and valuable connections. Knowing your end goal will help you focus and organize your data.

2. Connect with Potential Patients

Once you have your goal, you are ready to begin mapping your patient’s journey, which starts with touching base with patients. You can bring patients in through your website, SEO,  social media , or your network of providers.

When patients first contact you, you will want to start gathering relevant information that will help with patient mapping, including demographics, finances, and their medical history.

3. Gather Patient Health Data

Collecting data about your patients will many times be an active task. While automation and artificial intelligence can pick up passive information, you will also have to send out surveys and contact the patient to get feedback on their treatment throughout the process.

You will need data from every point along their journey from their first symptoms, consultations, costs, side effects, and influencing factors when a patient chooses to stop treatment. This data is relevant because it can help you find ways to avoid scenarios that might prevent patients from getting the treatment they need.

4. Partner with Other Medical Personnel

You must create a  patient 360 view  of each person you are mapping to understand their journey fully. This is a single view of the patient and their data instead of trying to analyze scattered information from siloed sources.

If you limit yourself to the information you can access, you will only see half the picture. Your patient’s primary care physician and other healthcare providers are key players in your patient’s journey map.

Digital health monitoring devices, electronic health records, and contacting providers directly are all ways you can get relevant data on your patient’s other medical touch points.

5. Consistently Check-In with Patients

Your patient wants information about their drugs, treatments, and procedures, and if they don’t get that information from you, they will go to outside sources. You can help control your patient’s journey and stay involved as their most trusted medical advisor and influencer by being a valuable source of information.

As your patient undergoes treatment, take time to contact them consistently and provide thorough records and information. This will help relieve your patient’s minds and answer their questions to avoid misinformation they might receive if they search for answers elsewhere. For example, Google reports that 7 percent of  searches are health-related . Those are questions patients are asking a search engine over their provider.

Staying in touch will also build trust with the patient, which will help them feel more comfortable when sharing information. You may even receive more information from patients because they know they can trust you. This information will help you keep your patients on a journey to success.

Unify Your Customer Data in One Source

Your patient journey map will save you valuable time and resources while positively influencing patients’ outcomes. In addition, you can optimize your patient journey mapping in biotech and life sciences through a unified data collection and analytic tool, so you never worry about siloed or missing information again.

Contact us  to learn about our platform that will help you map your patient’s journey and provide the best care.

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Patient Experience Mapping Toolbox

Understanding the patient’s journey with disease is critical as it enables understanding the context of the patient experience, the natural history of the disease from the patient perspective, and what is important to patients. However, there are no standardized tools or approaches, and there are few opportunities for shared learnings. Thus, patient-friendly tools are needed for capturing “real-world” patient experiences and the patient journey, leveraging sound existing materials and content.

The National Health Council (NHC) is focused on ensuring the patient’s journey is collected in standardized ways to inform patient-centric efforts in research, product development, and care delivery. We want to leverage the tools available and communicate shared learnings. To that end, we will develop a Patient Experience Mapping Toolbox.

By the end of 2020, the NHC will develop the  Patient Experience Mapping Toolbox . This toolbox will contain:

  • a patient-driven, patient-friendly Patient Exeprience conceptual model along with;
  • Related data-gathering tools;
  • a user guide; and
  • Example applications of its’ use.
  • Stacie Bell, PhD , National Psoriasis Foundation
  • Morgan Daven ,  MA,  Alzheimer’s Association
  • Rachel Dungan, MS , AcademyHealth
  • Linda Deal , MS, Pfizer
  • Lori Frank, PhD , RAND Corporation
  • Beth Gore , PhD, Association for Vascular Access
  • Julie Fiol, RN, National Multiple Sclerosis Society
  • Elise Hoover/Nicole Harr, PKD Foundation
  • Newell McElwee, PharmD, MSPH , Boehringer-Ingelheim
  • Mark McEwen ,  Health Advocate
  • Christeen Moburg, Sangamo Therapeutics, Inc.
  • Chris Pashos,   PhD , Independent Consultant
  • Roz Schneider, MD, MSc, FACP, FCCP , Theravance Biopharma
  • Jonathan Stokes, MBA , Allergan
  • Sadie Whittaker, PhD / Allison Ramiller , Solve ME/CFS
  • Jamie Zagorski, MSN, NP ,  Gilead Sciences, Inc.
  • Boehringer Ingelheim
  • Sangamo Therapeutics

Read our blog, "Development of the National Health Council Patient Experience Mapping Toolbox."

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Home PowerPoint Templates Process Diagrams Care Pathway Patient Journey Map Template for PowerPoint

Care Pathway Patient Journey Map Template for PowerPoint

The Care Pathway Patient Journey Map Template for PowerPoint is a comprehensive chart showing the various patient care actions from initial contact with the healthcare system until recovery. The care pathway chart is usually created to train the staff about their directed protocol towards a patient and to decide several actions with the team to cope with injured & emergency patients. This chart template is discussed in training sessions and often posted on the main walls of hospitals and healthcare facilities to guide newcomers and patients. We have developed this patient journey map using catchy visuals and a defined symmetry that is easy to understand. Presenters can download, edit and use this PPT template for their presentations with all versions of PowerPoint, Google Slides, and Keynote. 

The first slide of this Care Pathway Patient Journey Map Template for PowerPoint shows a four-column layout, each representing a specific phase of the journey, i.e., arrival, assessment, care, and outcome. In each segment, there are specific visuals to demonstrate the process. For instance, in the arrival part, there are symbols of the transport systems which can bring the patients: ambulance, walk-in, and helicopter. Next, in the assessment phase, a nurse attends to the patient and directs him according to the severity of the concern. The main categories mentioned in this section are life-threatening and non-life threatening, following the phase where diagnosis and care are performed, such as tests, x-rays, and specialist doctors’ attention. Finally, the patient is either discharged or admitted to the hospital premises for treatment. All these steps are illustrated through symbols and icons. A library of these icons is provided on the last slide of this template. 

Presenters can use the second slide to mention the nurses’ and physicians’ activities and duties according to patient care. This slide has four columns, each with sticky notes illustrating the points. Users can customize the slides to meet their requirements by changing the colors, icons from the last slide, and font styles. So, download and try this PPT care pathway chart now!

Customizable Care Pathway Patient Journey Map PPT Template

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Patient journey maps: the 5 hidden steps to dominate patient acquisition

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These days, there is a concern in venture capital funding around using performance marketing ads to drive patients through the patient journey maps.

There’s no problem with performance marketing in and of itself but what often happens is that the startups come to depend on it to grow because their product isn’t strong enough to keep customers around.

That can become a problem in the long run if we assume that we can scale the existing performance, squeeze more out, or even just keep the same baseline level going until we find a new and better path to patient acquisition.

The landscape might change, the ads might decay faster than expected, or an ad platform might change its terms. The concern from the venture community is justified but it doesn’t have to be the only way.

In this article, we’ll dive into a patient journey that has worked well for me to drive digital sales and patient acquisition specifically for clinics, and we’ll look into the hidden steps in the digital patient journey maps that we often aren’t able to see in our tracking and analytics tools. One of the biggest improvements to digital campaigns is not necessarily optimizing the weakest link in the chain but rather spotting the hidden steps and optimizing those.

The patient journey for multi-specialty clinics is tricky because there is a myriad of care specialties and many of them have unique use cases that naturally cause the patient to take different journeys. For example, for eye care, a journey through Facebook ads might perform well whereas the same journey might not work for primary care.

Let’s begin by looking at typical patient journey maps for customer acquisition.

The hidden steps in your healthcare patient journey map

There are many different types of patient journey maps that show the road from discovery and interest to completed appointments. One that is easily accessible and relevant for patient acquisition is this conversion path analysis in Google Analytics.

patient journey mapping template free

Digital patient acquisition channels come with a number of useful things such as tracking but they can also easily mislead us as they tend to be missing a few crucial steps. Let’s first look at an example from the popular channel: search.

Patient journey path example: search ads

For example, if we leverage search traffic, our customer journey path might look as simple as this: search > click to website > booking.

patient journey mapping template free

Traffic coming directly from organic search or paid search ads might suggest a simple flow where patients discover us and follow the campaign flow we’ve built: from search results to a landing page followed by a confirmation booking. Alternatively, it might take a few steps such as organic search followed by going back to the website via a direct hit.

Another example: Facebook ads 

The example below could be an extension of the path in the example above with the patient’s social media research mixed in.

patient journey mapping template free

Facebook ads are all the rage these days, so let’s take that channel as another example. A patient found us via our Facebook ads campaign, went to look the clinic up on search or went directly to the website and booked.

Since both of these examples are based on conversions, they’ve obviously been driving something so it is reasonable to assume that things might continue in the same way on a bigger scale.

The question is how many of those conversions were influenced by invisible steps throughout the sales funnel that we are not aware of and if the steps we do see as visible were the only ones influencing the booking.

A real-world patient journey example

Like a good cooking show on TV, I’ve cheated a little and prepared an example of what it looks like in some markets based on my experience driving thousands of patient bookings with digital marketing. 

I’d like you to meet Tanya The Teacher. You can read her details in this article on patient personas if you’d like. But for now, all you need to know is that this example is focused around customer acquisition and that Tanya is looking for a care specialist.

patient journey mapping template free

These are Tanya’s patient journey map in steps:

  • A friend of Tanya told her about a new disease found in women of their age
  • Tanya searches online to learn more. She decides it’s best to get an examination, just in case.
  • She asks friends and her doctor for a clinic recommendation but she can’t find what she’s looking for.
  • She searches for clinics online and finds different options but isn’t sure how to decide which one is best for her.
  • She books an exam on the website at the clinic closest to her home.
  • She shows up at the clinic the next day and completes her exam.
  • She gets the results a few days later and compares the experience with her friend.
  • Later, Tanya’s colleague mentions the same thing and wonders whether she should get an examination too. Tanya shares her experience.
  • A few days later, they compare experiences as the colleague has completed the exam too.

Put into a patient journey map, it looks like this: 

patient journey maps - patient acquisition example

We can see that out of these nine steps, more than half are organic conversations with people close to the patient. Not only is it enabling the online discovery when Tanya’s friend told her about a new disease she heard about, but after Tanya’s examination she has conversations with a colleague and the pattern repeats itself with another patient (the colleague).

That suggests two untrackable organic conversations leading up to the appointment booking and another three after, leading to at least one referral, which may come out to two bookings in total depending on the clinic the colleague chose.

These organic “semi-referral” conversations, whether about the disease itself or the specific clinic, are plastered all over our patient journeys and are hard to discover but key to building a well-performing one.

Patient journeys like these also seem to suggest that many patients discover and book these types of appointments online only if there are no better options and they can’t get insights from the people closest to them.

Other patient journey maps

You might want to dive deeper and have your team on the clinic floor create a patient journey map for the steps when a patient enters the clinic (e.g. going to the counter, waiting, going to the examination room, back to the counter, etc.) if that’s a part of what you are looking to focus on. It can be easier for them to cover all the small nuances as they look at how patients behave within the clinic every day.

If you suspect there might be a problem with retention, you could also create a patient journey map for the behavior and process between visits including if you send them any marketing material like email.

Healthcare patient journey map example: retention

We could also reuse the above slide from patient acquisition for retention like so:

patient journey maps - retention example

To get a good overview and help colleagues get up to speed, I like to consolidate everything into one simple patient journey overview before diving deeper into each section.

patient journey maps - overview example

The patient journey template 

If you want to get a head start, you can copy my patient journey mapping template here ( the template itself is not editable but if you click FILE > MAKE A COPY, you’ll get your own copy to edit ).

patient journey maps - template

Recap: how to use the template

  • I suggest recording the entire experience to get into the mind of the potential patient having symptoms and looking for a solution
  • Ideally, we’d do one for each type of care specialty, their major use cases, and for different main types of patients but since that’s a lot of work, I suggest starting with those where we know that optimizing the patient journey will lead to a meaningful impact on growth. For example, by starting with the most popular service.
  • Consider creating a journey map of your top competitor(s) and compare them with your own – did they have any ideas you could implement?

We can do this fast by imagining a family member or close friend you know is going to a clinic: be really specific about which type of care they are looking for, why, how you imagine they’ll react to the diagnosis, and if they will ask friends and family for a second opinion. Another alternative that I prefer is to interview your existing patients.

  • A patient journey map is a useful way to spot bottlenecks in certain areas of growth, especially in digital patient acquisition
  • It makes sense to both create an overview of the patient journey from discovering the clinic and having the first visit through several services and even compare those with competitors to get ideas
  • Make the patient journey mapping as close to a real-life scenario as possible by using real-world personas (perhaps of someone you know as an example) and screenshots or recordings for each step. It will help you anticipate how the patient might feel as they go through each step in the experience

Other, frequently asked questions:

The patient journey often shows the patient’s experience from the first symptoms through potential treatment until the patient is well again. It can also span multiple visits depending on what the patient journey in question is focused on. The journey is usually shown visually via a chart that follows each step the patient takes such as researching symptoms, finding the best clinic, and gathering recommendations from friends and family.

It helps us get an overview of the patient’s entire experience and potential holes or bottlenecks that we can fill to persuade them to book or stay loyal to us. With so many steps, it’s easy to forget a few things that break the experience like a patient not being able to track their pharmacy delivery or get reminders for their upcoming appointment. It also helps us get in the patient’s head, read their mind and visualize where we can help them. For example, with Facebook ads, we will need to send a different message than with a search ad but leads coming from both channels can eventually be merged into the same funnel down the road. It also gives us ideas for new care services or patient experiences to develop as an extension of the business to increase revenue.

The first thing we have to do is decide what this patient journey is for and how much we should include. Is it only for bringing new patients in the door? Is it for deepening the monetization? Or is it an entire journey across products, marketing, etc. because we don’t know where the problem with the biggest impact is yet? When we’ve decided, the next step is to write down every single step the patient has to take from the starting and endpoint we’ve decided. That includes every button they would click, every person they would talk to, and anything else they do. I like to add screenshots or video recordings of each step so it’s easier to follow the flow and spot opportunities or problems. For example, if you have a startup with an app and this journey map is only for marketing about acquiring new patients, it might start with someone searching on Google and end with an in-app booking confirmation page.

A patient flow is displayed on a chart showing how a patient flows through our different experiences e.g. first by talking with a doctor via telemedicine followed by an in-person examination, and so on. Later in this article, we’ll dive into three different examples of patient flow charts.

The digital patient journey is a little different than the non-digital one as it requires us to build more trust with the patient since we don’t have the luxury of the trust we normally build in-person offline when a patient meets a doctor. In exchange for the uphill battle in gaining trust, we get access to a huge volume of potential patients. The best benefit we can gain from the digital patient journey is to use it as an extension of the traditional journey rather than as a replacement. An in-person consultation with a physician feels like a more trustworthy experience than a digital one via telemedicine for many patients for example. The digital patient journey shines in most things outside of the consultation or examination itself and is often an affordable way to offer extra service. That could for example be with reminders before a consultation with documents the patient needs to bring, or a patient journal automatically updated by the physician and pharmacist directly in the app. It could also be a digital help desk to help answer common questions so the patient doesn’t have to call to get the answer.

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20+ User Journey Map Examples and Templates

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20+ User Journey Map Examples and Templates cover

Looking at user journey map examples can help you come up with a visual representation of your customer’s journey.

Customer journey mapping research also allows you to identify areas of opportunity in your processes and plan to reduce those friction points. For instance, you might discover that you need user onboarding software to retain users after the first three months.

So, we’ve compiled 20+ examples and templates of customer journey maps to help you get inspired.

Let’s get started!

  • A user journey map is a document that shares the steps a user must follow to accomplish a goal. It can also include sentiments, thoughts, and friction points.
  • The terms user journey maps and customer journey maps are usually interchangeable. These are similar because they both tell the story of a customer’s journey . However, they vary in scope, definitions, and goals.
  • For instance, a user journey map is usually reduced to a specific product or service; while a customer journey map shows the end-to-end of a customer’s activities involving your product or service, e.g., advertising.
  • The touchpoints in a user journey map refer to in-app experiences, and customer touchpoints in a journey map refer to every interaction the customer has with your app.
  • Usually, the user journey map influences product design, while the customer journey map informs business strategies.
  • There are four types of customer journey maps:
  • Current-state maps. To illustrate the customer journey in the present.
  • Future-state maps. To speculate on potential user journeys in the future.
  • Day-in-the-life maps. To show what a user does in relation or without any link to your product/service.
  • Service-blueprint maps. To define everything that needs to happen internally to properly serve users.
  • Examples of user and customer journey maps include companies like Hubspot, Zoom, Mailchimp, Dropbox, and Userpilot.
  • Templates of user journey maps include service blueprints, customer empathy maps, user touchpoints, and effective journey maps.
  • Did you identify friction points in your user onboarding? Try Userpilot , the all-in-one product adoption platform that’ll help you improve your onboarding experience and boost retention rates. Get a demo .

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What is a user journey map?

A user journey map is a document that shows the steps a user follows to reach a goal with your product or service. It’s usually used for UX visualization as it tells the story of a person navigating your product and their interaction with different touchpoints.

This document also helps you gather information about the user and the functionality they find most relevant.

In your first version of a user journey map, you may only add the user’s actions. But as you expand it, you should also add their emotions and thoughts.

User journey maps vs customer journey maps

User journey maps and customer journey maps are almost interchangeable terms. They both show the road a person takes to achieve goals and help improve the user experience .

However, these vary in scope, definitions, and goals:

  • Scope. User journey maps usually showcase the way a user experiences and interacts with a specific product or service. On the other hand, customer journey maps visualize the end-to-end experience of a customer across various brand touchpoints.
  • Definitions. The word ‘touchpoints’ has different meanings in each case. A touchpoint in a user journey map refers to interface interactions and in-app experiences. However, a touchpoint in a customer journey map means every moment a customer interacts with or becomes aware of your brand — e.g., advertisements, customer support, or at checkout.
  • Goals. User journey maps are useful to influence product design improvements. The insights of a customer journey map , usually inform broader business strategies and customer engagement efforts.

Types of user and customer journey maps

Using customer or user journey maps for different purposes allows you to influence different aspects of your business. For instance, a day-in-the-life journey map lets you spot areas of your customer’s routine where you can participate.

Here are different types of user and customer journey visualization to implement in your business:

  • Current-state map. Illustrates the critical user journey as it is now. It helps you visualize the current state of the user experience based on facts. This type of journey map allows you to identify the strengths and opportunities of your current process.
  • Future-state map. Design how you wish the customers’ journey could look in the future. This type is aspirational and it’s useful when speculating potential customer paths. It’s mostly based on data from the current state map and creativity.
  • Day-in-the-life map. Lists everything a customer does throughout the day despite those actions being related to your brand. A day-in-the-life map gives you an overall understanding of who your customer is, how they spend their time, and where your company falls. This map is based on user research data.
  • Service-blueprint map. This is an internal document that states all the actions, policies, and processes that go behind customer-facing services. The service blueprint is usually for employees to know what they need to do to meet the customer across the journey.

User and customer journey map examples

Take a look at examples of user and customer journey maps from successful businesses and get inspired to draft your own.

1. Userpilot’s current user state journey map

Userpilot’s user journey map

To examine the user’s current state, you can use Userpilot to perform a path analysis .

With path analysis, you can identify and understand how users navigate through your product, pinpointing the key interactions and touchpoints they encounter.

For example, to optimize conversion , you can look into how enterprise users navigate toward the conversion point. Then you can use the discovered insights to replicate the experience for new users.

2. Spotify’s music-sharing user journey map

Spotify's journey map for the music sharing experience

Spotify is a music streaming platform with various features. This example shows a detailed view of a Spotify user’s journey when sharing music with friends and family.

The image shows the steps the user takes to find and share music as well as their thoughts, emotions, touchpoints, and actors. It starts with a user opening Spotify to listen to music at work. They look up the different playlists and feel excited to see the suggestions.

Once they find a song that makes them feel happy, they share it with a friend by sending the link through WhatsApp. They follow up and wait for an answer.

This example is particularly interesting since it includes the actions, thoughts, and sentiments of two different personas.

3. Uber’s first experience user journey map

Uber's new customer journey map

Uber is a popular transportation company for booking rides. This current-stage customer journey map shows all the steps a user takes from the moment they choose to use Uber as a new user, up to when they arrive at their destination.

It includes screenshots that show exactly what the user sees when they go through each of the customer journey stages.

This example includes goals from the persona on the side. It also includes verbatim thoughts and emotion tags that give you deeper insights into the target persona.

The bottom part of the map shares critical insights that help marketing and sales teams understand the user on a deeper level and improve their experience.

4. Dropbox’s customer journey map

Dropbox’s user journey map from the awareness stage.

This journey map includes the user persona’s jobs-to-be-done (JBTD) and the path they follow from the problem-awareness stage.

Since Dropbox is a cloud storage platform, using it for business affects the day-to-day of all workers. Hence, this map includes a clever section named “cast” which includes the profiles of everyone who’ll be affected by the decision to use Dropbox.

As you can see, Sophia starts her journey when she discovers Dropbox. She researches alternatives, books a demo, and signs up for the application.

This looks like a future state journey map as it seems quite simplified for a current state map.

5. Mailchimp’s day-in-the-life customer journey map

Example of day in the life journey map for Mailchimp

Mailchimp is a popular email marketing platform. The customer journey map captures everything a marketing worker named Dani does every two weeks.

This customer journey map compiles all the little tasks she does before, during, and after she sends a marketing email.

It’s considered a day-in-the-life map rather than a current-state one because it includes more detail than simply outlining the steps Dani takes to send an email. Instead, it includes the digressions she takes before actually completing the task, as well as emotions and areas of opportunity.

6. Hubspot’s customer journey map

Hubspot’s comprehensive customer journey map

This platform offers multiple services for managing a business. This is the current state of Hubspot’s customer journey . It shows everything a user does from the moment they become dissatisfied with previous tools.

This map explains in detail how customers interact with Hubspot until they become paying users. It also includes all the other actors involved, the factors that lead to a positive or negative experience, and the decision points.

This map also includes thoughts and sentiments, friction points, customer touchpoints, and internal actors involved.

7. Netflix’s customer journey map

Netflix's customer journey map for watching a show

Similar to the Mailchimp example, this customer journey map explains the macro steps a user like Jen takes to watch a movie on Netflix.

As a media streaming platform, Netflix’s algorithm comes up with movies and TV show recommendations. This map shows how Jen disregards those recommendations and searches for a different movie instead, making it an area of opportunity for the Netflix team.

As part of the analysis, this map also includes Jen’s pain points, motivators, and emotions. This is an example of how breaking the journey down into smaller goals can simplify spotting friction points by showing an end-to-end process on a single screen.

8. Canva’s user journey map

Customer journey map for Canva

Canva is an online graphic design platform, mostly suited for non-designers. This user map tells the story of Laura, a woman who isn’t a designer but wants to build beautiful flyers to promote her hobby.

As you see, the map walks us through the process of building a new design. It starts with Laura creating a board and ends when she exports the design. Similarly to the Netflix example, this journey map is also restricted to one scenario.

This user journey also includes actions, pain points, goals, expectations, and thoughts across the phases.

9. Zoom’s user journey map

Zoom for teachers' customer journey map

This popular online meeting platform serves different purposes. This example is about Zoom for teachers and it’s broken down into three main categories: Action, emotions, and thinking.

This user journey map explains what a teacher does to give online lectures. It’s separated into five main action buckets with a breakdown of the tasks that go into each bucket. For example, for a teacher to “Start teaching” they need to open Zoom and roll the call.

You can also see how the teachers’ emotions and thoughts vary throughout the session. Plus, the design of this map lets us quickly identify opportunities just by looking at the emojis.

10. HeartiCraft’s user journey map

HeartiCraft's user journey map

HeartiCraft is an online store for people who want to buy handcrafted products. The experience begins when the user researches and finds the website and ends when they decide to buy again.

It’s an interesting view of a user journey map as it exposes where HeartiCraft shines but also where it fails to delight users.

This map highlights four different stages and includes all the actions, thoughts and feelings, pain points, and delights under each of them.

11. Say Yeah!’s customer journey map

Say Yeah!'s elder care customer journey map

This company helps businesses deliver products and services that better serve neurodiverse users. To analyze this customer journey , you need to place your eyes on the left side of the screen and skim through the stages.

As you can see, this is the journey of an adult child looking for health support for their parents. It starts at the moment they discover a problem and ends after they’ve made a purchase.

This map includes the tasks, actors, emotions, media, tactics, and the thinking process of the user across the stages. It also shows how relevant each of those moments is for serving the customer properly.

12. Gartner’s B2B customer buying journey map

B2B buying journey illustrative example

As a consulting firm, Gartner has a deep understanding of the B2B sales process. You can see that in this example because it paints the B2B buyer’s journey as a non-linear path.

This is likely informed by historic customer behavior, journey analytics , and user research. In the map, you’ll see four main actions across the user’s journey that allow them to buy a product.

However, there are internal discrepancies that Gartner manages to capture in this map. For example, showing that the person meeting with the company isn’t necessarily the decision maker and needs to go back and get the CEO’s approval before agreeing to make a purchase.

13. Service blueprint map for technical support

Example of a service blueprint for tech support

As mentioned above, a service journey map helps employees know what needs to happen internally to power customer-facing tasks. In this example, we can see how systems are interconnected and linked to company policies.

This map also shows the actions employees take to provide service, including the invisible back-end tasks and the evidence that supports each action.

Templates for user and customer journey mapping process

Explore the different templates included on this list, and edit them to fit your customer journeys:

1. User journey map template in Figma

User journey map template on Figma

You can leverage this template on Figma for your customer journey mapping exercise and uncover user activities and emotions across different stages – from realizing their needs to becoming a paid customer.

It allows you to add what you expect the user’s emotions, experience, and expectations to be at each of the stages.

You can include as many ideas as you wish on this canvas or even invite your teams to work on this together.

2. User empathy mapping template in Notion

Template to build an empathy map on Notion

An empathy map compiles your target user’s feelings, thoughts, and behaviors.

This Notion template follows the classical approach by including the four main categories:

  • Says. Direct quotes or statements that provide insight into the user’s thoughts and opinions.
  • Thinks. Reflects the user’s thoughts, beliefs, and feelings.
  • Does . Includes what the user does in real life or during their interaction with a product or service.
  • Feels . Fears, frustrations, joys, and other emotional responses.

3. Future state customer journey map template from Xtensio

Template of a future state customer journey map.

Use your creativity and your current state journey map to fill out this template. Explore alternative customer paths to offer a better customer experience.

This template includes space to add:

  • Stages of the journey.
  • User’s thoughts and feelings.
  • Actions and touchpoints.
  • How this map is different from the current journey.

4. Service blueprint customer journey map template from Miro

Service blueprint template created by Userpilot on Miro

This is a typical service blueprint template. Miro lets you edit it to your liking by following these steps:

  • Define the customer service scenario to investigate.
  • Plot customer actions in chronological order.
  • Lay out processes, actors, and support systems.
  • Add roles and responsibilities by specifying interactions, visibility, and internal actions.
  • Illustrate cross-functional relationships.

5. Customer journey map template from Mural

Customer journey template view on Mural

Use Mural’s customer journey map template to have a better understanding of your target audience’s touchpoints, needs, motivations, and barriers.

Here you can:

  • Establish a customer scenario, e.g., buying a shirt online.
  • Define the customer steps, including big and small actions.
  • List all customer interactions with your brand, either in physical or digital touchpoints.
  • Determine your customer’s goals and motivations.
  • Highlight the positive moments at each stage.
  • Define the negative or frustrating moments across the journey.

6. Customer journey map template from Canva

Canva’s template for a customer journey map

Find many different customer journey map templates on Canva. These all let you edit the customer actions across stages, and depending on the option that you choose, you’ll also be able to add the user’s:

  • Emotions and feelings.
  • Thinking process.
  • Physical or digital touchpoints.
  • Barriers or pain points.
  • Solutions to barriers.

7. Customer touchpoint map template from InVision

InVision's customer touchpoint map template

Map out the customer touchpoints on this InVision template. Here, you’ll be able to list all the different interactions between the user and your business, as well as mention all the involved actors. You can break down the actions by stages and teams.

8. Customer journey mapping template from Slidesgo

Slidesgo's customer journey map template

Slidesgo provides you with 29 customer journey mapping examples. You can choose the design that piques your interest the most and add the different stages, touchpoints, actions, and sentiments. These designs are mostly suited for journeys of up to five steps.

9. B2B customer journey map template from UXPressia

B2B customer journey map template on UXPressia

UXPressia developed a set of B2B/B2C customer journey map templates for you to use. This mix also includes persona templates to guide you when creating personas for your journey maps.

You can use these templates as-is to guide your thinking or adapt them to fit your specific project needs.

10. Customer journey map template from Conceptboard

Conceptboard's customer journey map template

This customer journey map template is a classical one. Open the file with a clear understanding of your user persona.

There, you’ll be able to add customer data concerning each stage, more specifically regarding their:

  • Touchpoints and channels.
  • Overall experience.
  • Pain points.
  • Areas of improvement.

Exploring user journey map examples can inspire you to enhance your customers’ experience by pinpointing critical areas, such as better onboarding processes.

To create an effective customer journey map, you need a deep understanding of your user and a clear mapping path, i.e., via conducting user interviews and contextual research.

Userpilot is an all-in-one product platform that can equip you with actionable customer journey insights. Get a demo to explore our powerful analytics capabilities!

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Learn / Guides / Customer journey mapping (CJM) guide

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Customer journey mapping in 2 and 1/2 days

How to create a customer journey map that improves customer success.

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There’s a common saying that you can’t understand someone until you’ve walked a mile in their shoes—and that’s exactly what customer journey maps do: they help you put yourself in different customers’ shoes and understand your business from their point of view.

Why should you do it? How should you do it? Find the answers in this guide, which we wrote after interviewing 10+ customer journey experts who shared methodologies, dos and don’ts, and pro tips with us. 

On this page:

What is a customer journey map?

How to create a customer journey map in 2 and ½ working days

4 benefits of customer journey mapping for your business

In later chapters, we dive deeper into customer journey analytics, workshops, and real-life examples.

Start mapping your customer journey

Hotjar lets you experience the customer journey through their eyes, so you can visualize what’s working and what needs improvement.

A customer journey map (CJM) is a visual representation of how customers interact with and experience your website, products, or business across multiple touchpoints.

By visualizing the actions, thoughts, and emotions your customers experience, a customer journey map helps you better understand them and identify the pain points they encounter. This is essential if you want to implement informed, customer-focused optimizations on your site.

#How the Hotjar team mapped out the ‘customer using a heatmap’ journey using sticky notes

Mapping the customer journey: narrow vs. wide focus

A customer journey map can have a very narrow focus and only look at a few, specific steps of the customer experience or buyer’s journey (for example, a product-to-purchase flow on a website), or it can take into account all the touchpoints, online and offline, someone goes through before and after doing business with you. 

Each type of customer journey map has its advantages:

A CJM with a narrow focus allows you to zero in on an issue and effectively problem-solve 

A CJM with a wide focus gives you a broader, holistic understanding of how customers experience your business

#A customer journey map example from Airbnb, starting when a user needs to book accommodation and ending after their stay in an Airbnb property

Regardless of their focus, the best customer journey maps have one thing in common: they are created with real customer data that you collect and analyze . The insights are usually organized into a map (hence the name), diagram, or flowchart during a group workshop, which is later shared across the entire business so everyone gets a clear and comprehensive overview of a customer’s journey.

How to create your first customer journey map in 2 and ½ working days

The process of creating a customer journey map can be as long or short as you need. Depending on how many people and stakeholders you involve, how much data you collect and analyze, and how many touchpoints there are across the business, you could be looking at days or even weeks and months of work.

If you’re new to customer journey mapping, start from a narrower scope before moving on to mapping every single customer touchpoint . 

Here’s our beginner customer journey mapping framework to help you create your first complete map in 2 and ½ working days:

Day 1: preliminary customer journey mapping work

Day 2: prep and run your customer journey mapping workshop.

Final ½ day: wrap up and share your results

Download your free customer journey map checklist  (as seen below), to mark off your tasks as you complete them.

#A visual recap of your 2 and 1/2 days working on a customer journey map

On your first day, you have three essential tasks:

Define the goal and scope of your CJM

Collect customer data and insights

Invite your team to a customer journey mapping workshop

Step 1: define the goal and scope of your CJM

Clarifying what part(s) of the journey you're looking at, and why, helps you stay focused throughout the mapping process.

If this is your first map,  start from a known issue or problematic area of your website. Keep the scope small, and focus on anything you can break down into four or five steps. For example:

If you have a high drop-off on a pricing page with five calls-to-action, each of which takes users to a different page, that’s enough for a mappable journey

If your purchase flow is made of five self-contained pages, each of which loses you potential customers, that’s a good candidate for mapping

✅ The output: a one- or two-sentence description of what your map will cover, and why, you can use whenever you need to explain what the process is about. For example: this map looks at the purchase flow on our website, and helps us understand how customers go through each step and the issues or obstacles they encounter. The map starts after users click ‘proceed to checkout’ and ends when they reach the 'Thank You' page .

Step 2: collect customer data and insights

Once you identify your goal and scope, the bulk of your first day should be spent collecting data and insights you’ll analyze as part of your mapping process. Because your map is narrow in focus, don’t get distracted by wide-scale demographics or data points that are interesting and nice to know, but ultimately irrelevant. 

Get your hands on as much of the following information as you can:

Metrics from traditional analytics tools (such as Google Analytics) that give you insight into what’s happening, across the pages and stages your customer journey map covers

#Website analytics from tools like Google Analytics are foundational to mapping customer journeys

Data from analyzing your conversion ‘funnels’ , which record how many visitors end up at each stage of the user journey, so you can optimize those steps for potential customers and increase conversions

Behavior analytics data (from platforms like Hotjar) that show you how people interact with your site. For example, heatmaps give you an aggregate view of how users click, move and scroll on specific pages, and session recordings capture a user’s entire journey as they navigate your site

Quantitative and qualitative answers to on-site surveys relevant to the pages you’re going to investigate, as customer feedback will ultimately guide your roadmap of changes to make to improve the journey

#Get real-time input from your website users with Hotjar Surveys

Any demographic information about existing user and customer personas that helps you map the journey from the perspective of a real type of customer, rather than that of any hypothetical visitor, ensuring the journey makes sense for your target audience

Any relevant data from customer service chat logs, emails, or even anecdotal information from support, success, and sales teams about the issues customers usually experience

✅ The output: quantitative and qualitative data about your customers' interactions and their experiences across various touchpoints. For example, you’ll know how many people drop off at each individual stage, which page elements they interact with or ignore, and what stops them from converting.

💡Pro tip: as you read this guide, you may not yet have most of this data, particularly when it comes to heatmaps, recordings, and survey results. That’s ok. 

Unless you’re running your CJM workshop in the next 12 hours, you have enough time to set up Hotjar on your website and start collecting insights right now. The platform helps you:

Learn where and why users drop off with Funnels

Visualize interactions on key pages with Heatmaps

Capture visitor sessions across your website with Recordings

Run on-site polls with Surveys

When the time comes for you to start your customer journey mapping process, this data will be invaluable.

Step 3: invite your team to a customer journey mapping workshop

In our experience, the most effective way to get buy-in is not to try and convince people after things are done—include them in the process from the start. So while you can easily create a customer journey map on your own, it won’t be nearly as powerful as one you create with team members from different areas of expertise .

For example, if you’re looking at the purchase flow, you need to work with:

Someone from the UX team, who knows about the usability of the flow and can advocate for design changes

Someone from dev or engineering, who knows how things work in the back end, and will be able to push forward any changes that result from the map

Someone from success or support, who has first-hand experience talking to customers and resolving any issues they experience

✅ The output: you’ve set a date, booked a meeting space, and invited a group of four to six participants to your customer journey mapping workshop.

💡Pro tip: for your first map, stay small. Keep it limited to four to six people, and no main stakeholders . This may be unpopular advice, especially since many guides out there mention the importance of having stakeholders present from the start.

However, when you’re not yet very familiar with the process, including too many people early on can discourage them from re-investing their time into future CJM tasks. At this stage, it’s more helpful to brainstorm with a small team, get feedback on how to improve, and iterate a few times. Once you have a firm handle on the process, then start looping in your stakeholders.

On workshop day, you’ll spend half your time prepping and the other half running the actual session.

Step 1: prepare all your materials 

To run a smooth workshop, ensure you do the following:

Bring stationery: for an interactive workshop, you’ll need basic materials such as pens, different colored Post-its, masking tape, and large sheets of paper to hang on the wall

Collect and print out the data: use the data you collected on Day 1. It’s good to have digital copies on a laptop or tablet for everybody to access, but print-outs could be the better alternative as people can take notes and scribble on them.

Print out an empathy map canvas for each participant: start the workshop with an empathy mapping exercise (more on this in Step 2). For this, hand each participant an empty empathy map canvas you can recreate from the template below.

#Use this empathy map canvas template to kick-start your customer journey mapping workshop

Set up a customer journey map template on the wall: use a large sheet of paper to create a grid you'll stick to the wall and fill in as part of the workshop. On the horizontal axis, write the customer journey steps you identified during your Day 1 prep work; on the vertical axis, list the themes you want to analyze for each step. For example:

Actions your customers take

Questions they might have

Happy moments they experience

Pain points they experience

Tech limits they might encounter

Opportunities that arise

#An example of a customer journey map template with different stages and themes

Step 2: run the workshop

This is the most interactive (and fun) part of the process. Follow the framework below to go from zero to a completed draft of a map in just under 2 hours .

Introduction [🕒 5–10 min]

Introduce yourself and your participants to one another

Using the one-two sentence description you defined on Day 1, explain the goal and scope of the workshop and the activities it will involve

Offer a quick summary of the customer persona you’ll be referring to throughout the session

Empathy mapping exercise [🕒 30 min]

Using the personas and data available, have each team member map their observations onto sticky notes and paste them on the relevant section of the empathy mapping canvas

Have all participants take turns presenting their empathy map

Facilitate group discussions where interesting points of agreement or disagreement appear

Customer journey mapping [🕒 60 min]

Using Post-its, ask each participant to fill in parts of the map grid with available information. Start by filling in the first row together, so everybody understands the process, then do each row individually (15–20 min). At the end of the process, you should have something like this:

patient journey mapping template free

Looking at the completed map, encourage your team to discuss and align on core observations (and take notes: they’ll come in handy on your final half day). At this point, customer pain points and opportunities should become evident for everybody involved. Having a cross-functional team means people will naturally start discussing what can, or cannot, immediately be done to address them (35–40 min).

Wrap up [🕒 5 min]

Congratulations! Your first customer journey map is complete. Finish the session by thanking your participants and letting them know the next steps.

Final half-day: wrap up and share

Once you’ve gone through the entire customer journey mapping workshop, the number one thing you want to avoid is for all this effort to go to waste. Instead of leaving the map hanging on the wall (or worse: taking it down, folding it, and forgetting about it), the final step is to wrap the process up and communicate the results to the larger team.

Digitize the map so you can easily update and share it with team members: it may be tempting to use dedicated software or invest time into a beautiful design, but for the first few iterations, it’s enough to add the map to your team’s existing workflows (for example, our team digitized our map and added it straight into Jira, where it’s easily accessible)

Offer a quick write-up or a 5-minute video introduction of the activity: re-use the description you came up with on Day 1, including who was involved and the top three outcomes

Clearly state the follow-up actions: if you’ve found obvious issues that need fixing, that’s a likely next step. If you’ve identified opportunities for change and improvement, you may want to validate these findings via customer interviews and usability testing.

4 benefits of customer journey mapping

In 2023, it’s almost a given that great customer experience (CX) provides any business or ecommerce site with a competitive advantage. But just how you’re supposed to deliver on the concept and create wow-worthy experiences is often left unsaid, implied, or glossed over.

Customer journey maps help you find answers to this ‘How?’ question, enabling you to:

Visualize customer pain points, motivations, and drivers

Create cross-team alignment around the business

Remove internal silos and clarify areas of ownership

Make improvements and convert more visitors into customers

We’ve done a lot of customer journey work here at Hotjar, so we know that the above is true—but don’t just take our word for it: all the people we interviewed for this guide confirmed the benefits of journey mapping. Let’s take a look at what they shared.

1. Visualize customer pain points, motivations, and drivers

It’s one thing to present your entire team with charts, graphs, and trends about your customers, and quite another to put the same team in front of ONE map that highlights what customers think, want, and do at each step of their journey.

I did my first customer journey map at MADE.COM within the first three months of joining the company. I was trying to map the journey to understand where the pain points were.

For example, people who want to buy a sofa from us will be coming back to the site 8+ times over several weeks before making a purchase. In that time, they may also visit a showroom. So now I look at that journey, at a customer’s motivation for going to the website versus a physical store, and I need to make sure that the experience in the showroom complements what they're doing on-site, and vice-versa, and that it all kind of comes together.

The map helps in seeing that journey progress right up to the time someone becomes a customer. And it also continues after: we see the next touchpoints and how we're looking to retain them as a customer, so that they come back and purchase again.

A customer journey map is particularly powerful when you incorporate empathy into it, bringing to light specific emotions that customers experience throughout the journey.

patient journey mapping template free

2. Create cross-team alignment around the business

The best, most effective customer journey maps are not the solo project of the user experience (UX) or marketing team (though they may originate there).

Customer journey maps are a quick, easy, and powerful way to help everybody in your business get a clearer understanding of how things work from a customers’ perspective and what the customers’ needs are—which is the first step in your quest towards creating a better experience for them.

Our first goal for preparing a customer journey map was to improve understanding customers across the company, so that every employee could understand the entire process our clients go through.

For example, people from the shipping department didn't know how the process works online; people from marketing didn't know how customers behave after filing a complaint. Everything seems obvious, but when we shared these details, we saw that a lot of people didn't know how the company itself works—this map made us realize that there were still gaps we needed to fill.

patient journey mapping template free

If we discover that customers have a pain point in a specific section of the map, different teams can look at the same section from several angles; customer support can communicate why something is not possible, and engineering can explain why it’s going to take X amount of effort to get it done. Especially in cross-functional teams where we all come from really different disciplines, I find these maps to be an incredible way for us all to speak the same language.

3. Remove internal silos and clarify areas of ownership

As a company grows in size and complexity, the lines of ownership occasionally become blurry. Without clarity, a customer might get bounced like a ping pong ball across Sales, Success, and Support departments—not great for the seamless and frictionless customer experience we all want to offer.

A central source of ‘truth’ in the form of a customer journey map that everybody can refer to helps clarify areas of ownership and handover points.

We were growing as a team, and we realized we needed to operationalize a lot of the processes that, before then, had just been manually communicated. We did it through a customer journey map. Our goal was to better understand where these hand-off points were and how to create a more seamless experience for our customers, because they were kind of being punted from team to team, from person to person—and often, it was really hard to keep tabs on exactly where the customer was in that entire journey.

4. Make improvements and convert more visitors into customers

A customer journey map will take your team from 'It appears that 30% of people leave the website at this stage' to 'Wow, people are leaving because the info is incomplete and the links are broken.' Once everyone is aligned on the roadblocks that need to be addressed, changes that have a positive impact on the customer experience and customer satisfaction will happen faster.

The customer journey map brings it all together: it doesn't matter who you've got in the room. If you’re doing a proper journey map, they always get enlightened in terms of ‘Oh, my word. I did not know the customer's actually experiencing this.’ And when I walk out of the session, we have often solved issues in the business. Accountability and responsibilities have been assigned, and I find that it just works well.

<#Shaheema (right) working on a customer journey map

Shaheema (right) working on a customer journey map

Collect the right data to create an effective customer journey map

The secret of getting value from customer journey mapping is not just building the map itself: it's taking action on your findings. Having a list of changes to prioritize means you can also measure their effect once implemented, and keep improving your customers' experience. 

This all starts with collecting customer-centric data—the sooner you begin, the more information you’ll have when the time comes to make a decision.

Start mapping your customer journey today

Hotjar lets you experience your customer’s journey through their eyes, so you can visualize what’s working and what needs improvement.

FAQs about customer journey mapping

How do i create a customer journey map.

To create a useful customer journey map, you first need to define your objectives, buyer personas, and the goals of your customers (direct customer feedback and  market research will help you here). Then, identify all the distinct touchpoints the customer has with your product or service in chronological order, and visualize the completion of these steps in a map format.

What are the benefits of customer journey mapping?

Customer journey mapping provides different teams in your company with a simple, easily understandable visualization that captures your customers’ perspective and needs, and the steps they’ll  take to successfully use your  product or service. 

Consider customer journey mapping if you want to accomplish a specific objective (like testing a new product’s purchase flow) or work towards a much broader goal (like increasing overall customer retention or customer loyalty).

What is the difference between a customer journey map and an experience map?

The main difference between an experience map and a customer journey map is that customer journey maps are geared specifically toward business goals and the successful use of a product or service, while experience maps visualize an individual’s journey and experience through the completion of any task or goal that may not be related to business.


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    In this article, we talk about Patient Journey Mapping covering everything from what it is, its benefits and a Free 5 Step Guide.

  7. Your Complete Guide To Patient Journey Mapping

    Patient journey mapping enables you to incorporate more patient-centric thinking into your processes and systems. Use your map to challenge internal ideas of what patients want or need. Invite stakeholders to navigate the touchpoints along the healthcare journey to gain perspective.

  8. Successful Patient Journey Mapping: A How-To Guide

    Learn how to create a successful patient journey map that helps propel your patient engagement efforts with this step-by-step how-to guide.

  9. Patient journey mapping template

    What is a patient journey mapping template? The patient journey can be complex, with many stages and stakeholders involved. By using this template, you can map the entire patient journey, and identify pain points and opportunities along the way.

  10. The 1-2-3 Guide to Patient Journey Mapping [Template Inside]

    Unlock the power of patient journey mapping with our step-by-step guide to enhance operational efficiency and deliver exceptional patient experiences at every turn.

  11. Patient Journey Mapping Tool

    Collaborative patient journey mapping tool. Standardize and scale patient journey mapping and management. Unlock healthcare's full potential. Start for free!

  12. Editable Patient Journey Map Templates for PowerPoint

    Download from our collection of free Patient Journey templates to help you create effective business ppt presentations.

  13. Patient journey mapping

    A patient journey map example and template. This is an example of a patient journey map that can also serve as a free patient journey template for you to create your first own map. For a digital template, ...

  14. A Comprehensive Guide to Patient Journey Mapping

    Patient journey mapping is vital in understanding your patient's experience at every step of interaction with the hospital, whether virtual or physical. This allows you to empathize with your patients, facilitate their experience, and contribute in uncertain and stressful times. Parallel to the patient's journey, healthcare systems face ...

  15. How to Use Patient Journey Mapping to Design an Outstanding Patient

    Want to deliver a better patient experience? Start by mapping the patient journey. Here's how to do it.

  16. Healthcare Patient Journey Map & Persona Templates

    Building a healthcare customer journey map will enable you to see your patients' pain spots and "heal" them. Check out our free healthcare journey map templates for the touchpoints you need to map your patients' experience, tips, and ideas for journey improvement, and start curing your CX today with the help of mapping. Medicine.

  17. Patient Journey Mapping In 2023, Guide + [Examples & Template

    Free patient journey mapping templates to use; The secret to a fruitful patient journey map; Let us dive in. What is a Patient Journey? A Patient Journey (A.K.A customer journey) is a series the tour the patient goes through from his/her first interaction with your medical business up until post-treatment. It basic every touchpoint (point von ...

  18. The Step-by-Step Guide to Patient Journey Mapping

    Learn how to use patient journey mapping to improve your quality and effectiveness of treatment for patient-centric care in healthcare and life science.

  19. Patient-Journey Mapping Toolbox

    Understanding the patient's journey with disease is critical as it enables understanding the context of the patient experience, the natural history of the disease from the patient perspective, and what is important to patients. ... By the end of 2020, the NHC will develop the Patient Experience Mapping Toolbox. This toolbox will contain: a ...

  20. Care Pathway Patient Journey Map Template for PowerPoint

    The Care Pathway Patient Journey Map Template for PowerPoint is a comprehensive chart showing the various patient care actions from initial contact with the healthcare system until recovery. The care pathway chart is usually created to train the staff about their directed protocol towards a patient and to decide several actions with the team to cope with injured & emergency patients.

  21. Free

    Instantly download our 100% customizable Patient Journey Slide template for Microsoft PowerPoint and Google Slides to present the stages in a patient's journey.

  22. PDF Patient Journey Mapping

    Once you know your patient's path, you can best impact the steps, decisions and experience. 2. While every patient's path is unique, identify the universals and account for the variables. 3. Create an interdisciplinary team to document the path— for shared accountability and to make better impact. 4.

  23. Patient journey maps: the 5 hidden steps to dominate patient acquisition

    The patient journey template . If you want to get a head start, ... Make the patient journey mapping as close to a real-life scenario as possible by using real-world personas (perhaps of someone you know as an example) and screenshots or recordings for each step. It will help you anticipate how the patient might feel as they go through each ...

  24. 20+ User Journey Map Examples and Templates

    Explore 20+ user journey map examples and templates to gain valuable inspiration and guidance for creating your own insightful maps!

  25. How to Create a Customer Journey Map: Template & Guide

    A customer journey map is a visual overview of how customers experience your business across multiple touchpoints. Here's how to get started.