How it works

A needs-based approach to patient journey mapping leverages Maslow’s theory to align strategies and tactics with evolving patient priorities

Maslow’s  Patient Journey™ 
Here’s how it works:

A structured, media-rich methodology that blends qualitative exploration with emotive and immersive techniques:

  • 6-week Online Community Engagement: Patients participate in a dynamic, interactive online platform through Motivo Lab, sharing experiences through journaling, storytelling, and creative exercises (e.g., photo uploads, voice recordings, letter writing).
  • Follow-up IDIs & Focus Groups (2 weeks)
  • IDIs provide a deeper dive into individual motivations and challenges.
  • FGs facilitate discussions on shared experiences and unmet needs, refining key insights from the online community.

A needs-based approach to understanding patient drivers and barriers across the patient journey

What it is

A structured approach to mapping patient journeys that aligns behaviors and decision-making with Maslow’s hierarchy of needs. This framework helps uncover deep-seated drivers of adherence, engagement, and treatment preferences.

How it came about

Developed to bridge the gap between clinical priorities and patient-centered experiences and move beyond linear patient journeys and instead focus on real patient motivations at different stages of care. Ensures solutions align with evolving emotional, physical, and social needs.

What it does

  • Defines the journey through a needs-based lens; ensures interventions align with priorities.
  • Reveals emotional & functional drivers of decision-making, adherence, and engagement.
  • Segments patients based on both dominant and implicit needs at each stage.

Why it works

By integrating mixed-methods within a structured Maslow-based framework, we can:

  • Identify hidden barriers to adherence and care
  • Understand what truly motivates patient engagement at different touchpoints
  • Develop tailored interventions that meet patients where they are in their journey
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