Journey Mapping
Chiropractic Association of Alberta
Client
The Problem
The Chiropractic Association leadership wanted to explore how to better serve their members in the upcoming years. Understanding the member pain points as they deliver clinical care in their communities was important for this Association to understand, so that they could tailor their services and support to alleviate those pain points. They also wanted to better understand the journey of the patients as they access chiropractic services in Alberta.
The Process
The Pivot Group interviewed 18 Chiropractors and 10 patients over a 2 month period. Together with the executive of the Association they developed an interview guide to guide the interview process. Regular debrief meetings were held with the Association throughout the work. The interviews were themes and pain points were presented through various artifacts:
Journey map for chiropractors and patients
3 Chiropractor Personas
2 Patient Personas
The Outcome
The Pivot Group presented their findings to the board at the end of the project. The professionally designed artifacts provided the Association with numerous strategic opportunities to support both members and patients. The opportunities that could be addressed in future strategic directions include:
Support members with marketing and communication
Improve relationships with the medical community (ie., primary care)
Mentorship program for new associates in the industry
Public campaigns to build trust and awareness
The Association is sharing the personas with their members and building new programs and services to close the gap identified in this journey mapping project.
What We Created
“Working with the Pivot Group on journey mapping for our members and patients helped us align our strategy. The personas were impactful in knowing what we need to start doing to address pain points. This was a great process to undertake as a member-based association.”
The Chiropractic Association of Alberta
