Health & Not-for-Profit
Asthma Australia
Digital engagement strategy and patient journey transformation
About the client
Asthma Australia is a for-purpose, consumer organisation with a history of improving the lives of people with asthma. It operates across New South Wales, Victoria, Queensland, Tasmania, South Australia and the Australian Capital Territory, delivering evidence-based prevention and health strategies to more than half a million people each year. Despite improvements since a peak in hospitalisations and deaths in the late 1980s, progress has stagnated over the last two decades. Asthma still poses a large and avoidable burden – on individuals through symptoms, anxiety, depression, absenteeism and lost productivity, and on the healthcare system through avoidable hospitalisations and emergency presentations. As the leading asthma organisation, Asthma Australia has the opportunity and responsibility to address this.
The challenge
Asthma Australia sought to take a person-centred approach to engaging with their customers and stakeholders – to unearth more effective ways to address the burden of asthma on individuals, and more effectively translate what it knows into practices that deliver real outcomes for people.
Our engagement
Zuni was initially approached to develop three journeys for specific segments of importance from Asthma Australia's audience. On investigation, a much larger, integrated journey was discovered and developed that covered all segments.
Multiple levels of in-depth consumer research were conducted to validate and improve the journey and identify drivers of behaviour for specific journey routes – including both qualitative and quantitative research across a range of different audience segments.
The patient journey map and customer research formed the basis of an overarching digital strategy – articulating how each touchpoint works together to satisfy growth and organisational goals – alongside a content strategy, an engagement strategy focused around email and other addressable channels, and a performance measurement framework.
As part of the journey development, it was identified that Asthma Australia's systems capabilities would severely limit implementation opportunities. This led to a full martech review, including detailed requirements gathering from 16 different stakeholders, and the development of an implementation plan for a digital transformation rollout.
Zuni then assisted in the tender process for the CRM system, developed specific requirements and ran vendor selection processes for e-commerce, the learning management system, the fundraising platform and the SMS platform. We continue to work with Asthma Australia, and are currently involved in the specification and selection of a mobile app platform to integrate into the ecosystem.
The outcomes
Asthma Australia is evolving to a customer and patient-centric model – with all engagement and content specific to the detailed data profile of the customer, whether they are a person with asthma, a carer, a medical professional, a donor, a government stakeholder, a researcher, or any combination of those.
The patient journey map has been visualised and is used as a reference point across the organisation and with its partners, enabling a patient-centric mindset across all organisational activities and decisions.
The work has already changed Asthma Australia's relationship with other healthcare stakeholders, providers and government – and is likely to save lives.
Services involved