Session Number F2 Session Level I

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Cecilia Kenneally
Manager, Marketing
MD Anderson Cancer Center
Houston, TX

John McKeever
President
Gelb Consulting Group
Houston, TX

Experience mapping is a research technique used to gain an in-depth understanding of consumer experiences and orient strategic initiatives. Learn how MD Anderson Cancer Center implemented this method in multiple service lines, thus incorporating the results and the voices of their patients in their marketing efforts. Understand when to implement this process, how to determine critical success factors throughout the process, how to take action on the results, and how to prove the value of your marketing efforts.