Mapping the Healthcare Buyers' Journey: Enterprise, HCPs, and Patients

The buyers’ journey in healthcare is often protracted and exceedingly complex, traversing multiple audiences. In fact, many healthcare sales are not complete until three distinct efforts have been successful: the sale to a business enterprise, the selection by a business user and the adoption by a consumer. Each of these “sales” requires the healthcare marketer to account for unique decision processes among disparate audiences and personas. During this OnDemand webcast, Jennifer Russo will introduce the stages of the enterprise sale, the selection process among HCPs, and a framework for uptake among consumers/patients. Attendees will gain insight on a new way of looking at personas across B‐to‐B and B‐to‐B‐to‐C audiences, and a methodology for mapping this complex buyers’ journey.