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Higher Ed Marketing Lab

Dec 4, 2020

In this episode, we talk with Matt Sluzinsky, Director of Web Strategy and Services at Mayo Clinic College of Medicine and Science. While Mayo Clinic is one of the most recognizable names in medicine, many are surprised to learn the clinic also provides over 400 academic programs ranging from entry-level certificates to elite residency programs. As part of the school's efforts to raise awareness about the extraordinary range of opportunities available at the college, Matt and his team partnered with an outside firm to create a series of journey maps to better understand how different types of students engage in the decision-making process and how to better tailor the college's online content to support prospective students in their journey.

According to Matt, the results were illuminating and helped to energize his team's efforts as they set about a full-scale redesign of the college's website. Backed by fresh, compelling data, his team was able to focus their efforts on developing the specific types of content they knew would have the greatest impact on prospective students, including the creation of a comprehensive online healthcare careers guide.

In this episode, Matt outlines the process his team used to create the journey maps and shares specific examples of how the journey mapping process informed his team's work.