How Adobe solutions help healthcare organizations provide better care with the right data

Due to the reactive nature of treatment today, which focuses primarily on caring for patients after a significant accident or exacerbated health issue, costs for consumers and healthcare organizations have gone up. We see this in the ubiquity of urgent care centers — a convenient but expensive option that can further curb consumers from seeking the right aid at the right time. This approach perpetuates the stigma that access to care only occurs after the fact.

The question then becomes — how do healthcare companies end the cycle of costly emergency care and strengthen patient retention for a lifetime of wellness?

One approach is to build proactive wellness models using innovative new technology. This proves to be beneficial for both the healthcare organization and the consumer, as they are better able to manage potential issues and avoid serious and expensive emergency care that strains an already burdened system.

This article highlights three ways Adobe products can help healthcare companies redesign their consumer experiences to provide more personalized care at scale:

1. Capture the right data and personalize the experience from the start.
2. Remain proactive and supportive throughout the health journey.
3. Reach out over the right channels at the right time to improve accountability.

Capture the right data to personalize the health experience from the start

By capturing relevant data at the first visit or engagement, organizations gain deeper insights into each individual, allowing for a more tailored health journey. This data collection gives companies the opportunity to present one-to-one consumer experiences from the start, whether it’s through web content during member enrollment or when scheduling appointments.

A HIPAA-ready customer data platform can support the healthcare industry’s unique regulatory requirements while enabling organizations to create detailed consumer profiles by unifying data stored across the organization. This happens through ingesting data from the most relevant sources, like the intake process during patient onboarding, call center interactions, online surveys, and more.

Adobe Real-Time Customer Data Platform, for instance, can collect a patient’s health history from a questionnaire completed during an initial visit to a primary care provider (PCP) or specialist. The data populates a comprehensive patient profile at the start of their health journey. As more data flows in, a clearer picture of an individual’s health emerges, and individual profiles can be segmented into targeted audiences. The care provider can respond with relevant messages and guidance, like exercises for weight loss, celiac-friendly recipes, meditation practices, and more, making the patient an active participant in their wellness journey.

Remain proactive and supportive throughout the health journey

Health journeys follow a non-linear path, which means your healthcare organization needs the right tools to understand the complete customer journey across channels, as well as the ability to react swiftly when a patient’s needs shift. That starts with getting targeted insights.

Performing a customer journey analysis helps healthcare organizations uncover in-the-moment insights from consumer behavior, messaging preferences, and online and in-person interactions.

These valuable insights can be used to categorize customers into specific groups, improve the pathways they take during their interactions, boost the effectiveness of marketing campaigns, and inform the creation of digital services that reduce the need for expensive face-to-face interactions. Organizations are better able to personalize experiences and resources for consumers to keep them engaged and on top of managing their health.

For example, a healthcare insurance organization can collect data from online interactions, in-person interactions, and the company’s call center. This data is analyzed with a tool like Adobe Customer Journey Analytics, which uses AI to securely analyze the data while adhering to HIPAA regulations. The analysis uncovers a consumer’s preferences for filing a claim and receiving guidance from an insurance agent. In response, the insurance company can streamline what to expect when filing the claim, a digital explanation of benefits, and resources for next steps.

Reach out on the right channels at the right time to improve accountability

Being proactive about one’s health journey depends on both adherence from the consumer and nurturing from healthcare organizations. To encourage patient accountability throughout the health journey, all types of communication should be at the ready — emails, newsletters, text messages, in-app support, interactive workshops, and more.

Keep in mind that consumers are active on a variety of channels, and a communication style that is best for one person, may not be best for another. Technology that manages a consumer journey can organize and automate the different touchpoints and interactions so that everyone gets a tailored experience based on their real-time activity. To help bolster consumer retention, the data and insights gathered can help organizations recognize the most beneficial time to prompt engagement from the consumer.

With a journey orchestration tool like Adobe Journey Optimizer, healthcare companies can proactively orchestrate personalized engagement for every patient or consumer on every channel at the most impactful moments, whether that’s through a large-scale marketing campaign or individualized customer interactions.

Let’s say a patient hasn’t scheduled a physical in a year. That lack of activity will be flagged in the system, which responds with an automated text message reminder to schedule an appointment in the hopes that the doctor will be able to intercept any issues the patient may be ignoring.

Adobe tools help boost retention and save money

With the right HIPAA-ready tools, healthcare companies can provide more personalized and efficient consumer experiences that nurture proactive wellness management, boost retention, and cut costs. When patients are empowered in their health journey, expenses and potentially exorbitant urgent care visits are minimized.

Adobe Real-Time Customer Data Platform connects and normalizes various consumer data sources into comprehensive profiles, enabling personalized engagement across multiple channels in real time. Adobe Customer Journey Analytics integrates consumer data from multiple touchpoints for analysis, providing insights to refine segmentation, improve campaign performance, and optimize digital services. And Adobe Journey Optimizer automates personalized interactions based on real-time consumer behavior, ensuring relevant offers are delivered at key moments and enhancing wellness management guidance.

Learn more about how these tools can improve patient interactions with your healthcare company and empower them to better manage their health.

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