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Using Experience Mapping to Build Patient Enchantment

As in the case with most healthcare organizations, MD Anderson Cancer Center’s marketing team is challenged with providing unique value internally and demonstrating returns on investment. The ultimate goal is to advocates out for patients, families and referring physicians using effective and efficient marketing campaigns.

In this paper, we explain how MD Anderson Cancer Center used experience mapping to understand patients’ functional and emotional needs and ultimately increase the volume of pediatric and adult patients at the Proton Therapy Center.


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