Qineticare — Customer journey mapping & content strategy

Creating a customer journey map that the team could easily implement and follow, as well as relevant materials and content strategies.

CLIENT

SECTOR

Family Health & Wellbeing

YEAR

2023

DELIVERABLES

Content Strategy, Customer Journey Mapping

STORY

THE CHALLENGE

As the world’s first Family Health Office, Qineticare’s mission is to empower individuals and families through an integrative wellbeing journey of self-discovery, to transform their way of being and live a meaningful life. It proposes a truly unique business model and a holistic approach to wellbeing.

Without a precedent to help potential clients understand their offering, the team found they were having to explain themselves from scratch for each new lead they generated.

Their client journey was anything but streamlined, and they needed a partner to ease the process and position them in a way that was easily communicated and understood.

OUR APPROACH

We interviewed Qineticare’s stakeholders and analysed their performance across various marketing channels in relation to their target audience, to understand where they stood and where they wanted to get to.

We ran a competitor analysis, looking at providers who offer some of the services Qineticare covers, to help them understand their market better.

We then created a customer journey map, establishing what prospective and new clients needed and the best ways to deliver those touchpoints to them. At each step, Qineticare could see the content touchpoints available to ease the onward transition, alongside our recommendations for the ideal content to share along the way. We also suggested the metrics to measure and the tagging principles to apply that would link back to the map.

Alongside this we developed and designed presentation decks, built digital interfaces for self-assessment tools, produced digital strategies for webinars and social media, and consulted on content strategy.

The objective was to create a customer journey map that the team could easily implement and follow.

THE OUTCOME

The customer journey map highlighted the assets Qineticare needed to develop in order to communicate with stakeholders, potential clients and those who had already engaged their services.

Qineticare has a comprehensive overview of the obstacles that interrupt the client journey, and recommendations as to the type of content that will ease those bottlenecks.

The company has successfully implemented some of those recommendations, including podcasts and webinars, which we coached them through initially, and is better able to communicate and market its services.