Three ways healthcare organisations can elevate patient care.

When you have real-time insights into what your patients need, you can show them you care by proactively addressing their needs and providing relevant information. With 74% of adults aged 40 or older seeking health-related information online, healthcare marketers must be ready with content tailored to each individual’s health concerns - whether it’s education on postpartum depression for a new mum or a list of in-network physical therapists for an injured athlete.

The good news is that you already have the data that gives you real-time insights. By combining data sources such as electronic health records, web activity and even wearable medical device data, you can create unified customer profiles with HIPAA-ready solutions. Forward-thinking organisations can then enhance their data collection strategy by pairing these unified profiles with anonymous search engine data to better understand what consumers care about most in the moment. For example, if search trends indicate someone is researching diabetes care, you can use that insight to deliver personalised, relevant content about diabetes when the consumer visits your website.

Data protection is paramount. HIPAA-ready technology in Adobe Real-Time CDP, Adobe Journey Optimizer, Adobe Customer Journey Analytics and other Adobe applications makes HIPAA-compliant personalisation even easier, enabling you to automatically ensure compliance — from the moment you collect a consumer’s data to the moment you deliver a personalised message.

The good news is that patients expect a data-driven personalised experience. According to a McKinsey survey, 74% of healthcare consumers are willing to share personal health information to improve their health journey and receive personalised health recommendations. Most recognise that sharing data can improve their experience in a variety of ways, such as receiving appointment reminders and follow-ups based on their patient journey.

Navigating the healthcare system can be intimidating and stressful at times. But by engaging patients at the right time, you can reduce anxiety, improve care quality and build lasting trust that contributes to better long-term health outcomes. Healthcare organisations that fail to respond across all channels or lack these services risk losing potential new patients to competitors who do.

Some healthcare journeys, like someone picking up over-the-counter medication for a seasonal cold, may seem predictable. Others, such as a cancer diagnosis can follow a far more complex path that is more difficult to predict due to the nature of that disease. Even when managing the most common and benign medical condition, patients can change their priorities as they move through different stages of their journey.

With artificial intelligence and machine learning, healthcare organisations can listen and respond to real-time signals that indicate patients’ needs — providing trusted expertise that meets them where they are and helping them to take the next step in their health journey. This orchestration is simplified with Adobe Journey Optimizer, which uses predictive intelligence to deliver relevant information exactly when and where the patient needs it.

Suppose you’re serving patients who use real-time data sources, such as medical or activity-tracking devices. In that case, you can monitor any changes that may require engagement or a relevant resource. Providers can also help patients stay on track through automated follow-ups that include sending reminders and preparation instructions, post-op guidance and follow-up plans for patients and caretakers.