Empathy mapping in healthcare: From care path to emotional patient journey

The person behind the protocol

Hospitals and healthcare institutions are masters at efficiently organising care pathways. From intake to aftercare: everything is thought through in detail to achieve the best medical outcome. But that's immediately the pitfall too. These care pathways are conceived inside-out, from the organisation towards the patient.

Patients don't think in care pathways. They're in the middle of an emotional process where uncertainty, fear, relief, and hope alternate. They don't just want to know what's happening, but also understand what it means for them. They seek reassurance, control, and understanding - not just information.

This is where empathy mapping comes into play. A method we've been applying at iO for years, but which is still far too little used in healthcare.

What is empathy mapping?

Empathy mapping goes beyond traditional customer journey mapping. Where an ordinary journey map shows what a patient does (make an appointment, come to the hospital, undergo treatment), empathy mapping shows what a patient feels, thinks, hears, and sees at every moment of that journey.

It's the difference between "patient arrives for appointment" and "patient arrives anxiously, wondering if they've found the right entrance, hears medical jargon they don't understand, and sees other patients who look ill - which only increases their fear."

The difference from traditional journey mapping

Traditional journey maps are functional: they show which steps a patient goes through. Empathy maps are emotional: they show how a patient feels at each step. And that second point is crucial for effective communication.

Because how else do you communicate differently with someone who's just heard they have cancer, versus someone who's been in treatment for six months and is getting used to the hospital? The information need is different, the emotional state is different, the willingness to absorb complex information is different.

Traditional journey mapping:
1. Search for information online
2. Make appointment
3. Preparation at home
4. Arrive at hospital
5. Waiting
6. Consultation
7. Go home

Empathy mapping:
1. Feels: worried, seeks reassurance
2. Thinks: "How serious will it be?"
3. Hears: stories from friends, information online
4. Sees: conflicting information, technical terms
5. Does: compares sources, asks for second opinion

The emotional curve in the care journey

Every patient goes through an emotional curve that looks roughly like this:

Red zone (high anxiety): First symptoms, waiting for diagnosis
Orange zone (uncertainty): Diagnosis received, discussing options
Yellow zone (acceptance): Treatment plan set, preparation
Green zone (hope): Treatment progressing, first positive signals
Blue zone (control): Recovery, aftercare, new normality

In each zone, a patient needs different information and can handle different amounts of complexity. Someone in the red zone needs reassurance and simple, concrete next steps. Someone in the blue zone wants comprehensive information about prevention and long-term prospects.

Example: Heart patient

Take a patient who's had a heart attack. On the first day after admission, they mainly want to know: "Will I survive?" and "When can I go home?" They have no need for explanations about statins, cholesterol values, or lifestyle adjustments - that information won't sink in.

Three weeks later, recovering at home, their information need changes completely. Then they want to know: "What should I eat?", "When can I exercise again?", "How do I prevent another attack?" Now they're ready for that comprehensive information about medication and lifestyle.

How do you link communication to emotional phases?

Empathy mapping helps you adjust your tone of voice per phase. In emotionally sensitive moments, you choose warmth and reassurance. In information-intensive phases, you can be more businesslike and detailed.

Tone of voice per emotional phase

Anxiety phase: "We understand this raises many questions. You're in good hands, and we'll explain step by step what's happening."

Information phase: "Now that your treatment is on schedule, it's time to look together at the next steps. Here you'll find detailed information about..."

Recovery phase: "You've already achieved so much. These tools help you track your progress and reach your goals."

Aligning content forms with emotions

Different emotional states require different content forms:

Anxious moments: Short FAQs, personal stories from others, videos from healthcare providers
Information moments: Comprehensive guides, infographics, step-by-step plans
Recovery moments: Tools, trackers, community features

Case: Kanker.nl

Kanker.nl perfectly demonstrates how empathy and design come together. The platform serves 970,000 visitors per month, but the success isn't just in the amount of information. It's in how that information is presented, tailored to where someone is in their emotional journey.

For someone who's just been diagnosed with cancer, the site first shows simple explanations about what cancer is, which types there are, and what the next steps usually are. Only later, when visitors are ready for it, do they get access to detailed information about treatments, side effects, and prognoses.

The platform also has 40,000+ active participants in 48 discussion groups. Here, people can share their experiences when they need to - not when the hospital thinks it's time for 'patient education'.

The community function is a perfect example of empathy in action. People can join groups of others in the same situation, ask questions they don't dare ask their doctor, and find support when they need it.

Want to know more about this case? Click here!

Practical steps to get started with empathy mapping

Applying empathy mapping doesn't have to be complicated. Start small and build it up gradually.

Step 1: Begin with Personas and Emotional Analyses

Gather real patient stories. Not just about what they do, but about how they feel. Interview patients, analyse complaints and compliments, and see where people get stuck in your current patient journey.

Step 2: Combine with Data

Look at your web statistics. Which pages do people spend long periods on? Where do they drop off? Which search terms do they use? Data tells you where emotional pain points lie.

Step 3: Test with Real Users

Have patients use your website whilst you observe. Ask not just what they're looking for, but also how they feel at each step. Where do they get stressed? Where do they feel reassured?

Tools you can use:

Empathy map templates for workshops
Journey mapping sessions with patient representatives
Usability labs with eye-tracking and emotion measurement
A/B tests of different content tones
Feedback widgets at emotional moments in the journey

Close-up of a human eye with green iris, visible eyelashes, and detailed skin texture around the eye.

More humanity in digital healthcare

Empathy is the key to trust and therapeutic compliance. Patients who feel understood follow treatment advice better, ask more relevant questions, and experience less stress during their care journey.

For healthcare institutions, this doesn't just mean more satisfied patients, but also more efficient care. Fewer unnecessary calls to the helpdesk, fewer no-shows at appointments, and better cooperation between patient and healthcare provider.

Digitalisation doesn't have to mean care becomes less personal. With empathy mapping, you ensure technology becomes more human - and the person behind the patient remains visible.

Livre blanc : Construire un parcours patient numérique humain

Découvrez comment un parcours patient intelligent offre de meilleures expériences de soins et humanise le numérique.

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