Adobe Experience Cloud powers personalized healthcare experiences
Adobe’s Real-Time Customer Data Platform provides a robust foundation for resolving complex consumer identities to create unified profiles essential for optimizing the modern healthcare journey.
Patients and other healthcare customers are tired of one-size-fits-all experiences. In a survey of more than 1,000 healthcare consumers, 60% said it’s critical for providers to show how well they understand the individual beyond basic patient data. And 44% said they expect healthcare providers and brands to proactively contact them at the right time and in the right context to improve their overall care experience.
Healthcare consumers also expect a wide range of digital and in-person experiences beyond what anyone could have imagined before the pandemic. They want telehealth providers to know their history just as well as the doctor they see in their local clinic. They want to be reminded of future appointments and relevant tests. And they want to stop having to repeat themselves or fill out paper forms.
But most healthcare companies can’t meet these expectations. They are unable to combine their customer data from multiple online and offline sources into meaningful profiles while staying compliant with HIPAA and other privacy rules. Adobe recognizes this is an enormous need for the industry, and that’s why we’re launching Real-Time Customer Data Platform as the first piece of Experience Cloud for Healthcare.
Real-Time CDP will provide a robust foundation for resolving customer identities and creating the customer profiles that are essential to understanding the modern healthcare consumer journey, uncovering insights, and personalizing experiences.
The diagnosis — silos, legacy tech, and fragmented data
Healthcare companies may offer cutting-edge treatments, sophisticated policies, or billing solutions, but many still struggle with data management. Historically, healthcare organizations are extremely siloed, with different teams owning different parts of the customer journey and working fairly independently. And each silo typically maintains its own systems and data sources.
As an illustration, consider a large US-based insurance company divided into three business units that, until recently, didn’t work together. The first siloed department, member acquisition, focused on attracting new customers. The second, member engagement and retention, specialized in serving existing customers. And the third, the Medicare Advantage group, worked with customers aged 65 or older.
Each of these teams has its own collection of data that includes a history of each customer’s interactions. Because these data sources were disconnected, each business unit could only see a fraction of each customer’s experience. For example, the member engagement team had no idea what kinds of health concerns customers identified during the acquisition phase or what kinds of content they liked to view.
This was a hassle both for customers — who noticed their preferences were ignored — and business units, which ended up delivering subpar experiences because they had limited visibility into the entire customer journey.
The cure — Adobe Real-Time Customer Data Platform
Real-Time CDP is designed to address this very issue. It allows you to gather customer data from virtually any source. Its data collection tools aggregate experience data from client-side sources, such as websites and mobile apps, in real time. It also provides data ingestion methods for pulling customer data from third-party solutions, such as CRMs, marketing automation systems, patient records, and more.
Once data is collected, Real-Time CDP centralizes and standardizes it to create customer profiles, update them in real time, and distribute them to Adobe and non-Adobe destinations in seconds. This means all your customer-facing systems will have access to a complete history of each customer’s interactions with your organization at every stage of their journey.
HIPAA readiness assured
Real-Time CDP as implemented in Experience Cloud for Healthcare is designed to ensure all data is collected and stored in ways that comply with HIPAA. It can easily identify and secure protected health information — information that relates to someone’s past, present, or future health state — as well as personally identifiable information and apply access rules, so you can feel confident all your customer data is being handled in a compliant, ethical way.
How our customers are using it
Real-Time CDP can transform your organization’s ability to provide high-quality personalized experiences to patients, employers, and others. Once you know how your customers are interacting with your business, what they prioritize, and where they get stuck, you are in a much better position to deliver highly relevant experiences. Our customers are using Real-Time CDP to:
- Inform personalized experiences and offers. Real-Time CDP immediately updates profile data and makes it available to customer-facing systems that analyze it to determine which content and offers are the best fit with what each customer wants at any given moment.
- Get a complete view of the customer journey. Real-Time CDP gives you a 360-degree view of how customers interact with your organization across all channels. It can help you identify — and address — bottlenecks that make it harder for customers to get what they need, such as overly complex forms that make customers fill in data your organization already has.
- Uncover valuable customer insights. Real-Time CDP can fuel analysis powered by artificial intelligence (AI) and machine learning that uncover patterns in customer behavior. These patterns can help predict when customers are likely to buy new healthcare products or services — and when they’re likely to change providers. With this kind of intelligence, healthcare providers can offer experiences and interventions to proactively address customers’ future needs.
Personalized experiences powered by data
Mercy Health, one of the five largest US health systems, was keenly aware of the friction most patients experienced online. Before its digital transformation, Mercy had a website that covered the basics, like searching for a provider and offering up contact information. But the online experience was the same for everyone and didn’t compare to the individualized attention patients received during in-person office visits.
Mercy wanted to change that. Their team of digital marketers set an ambitious goal — to build a measurable, ubiquitous, one-to-one experience across their digital presence, emerging channels, and physical spaces. Using Adobe solutions, Mercy Health transformed its website. Now, patients can pay their bills on mercy.net as well as schedule appointments, view lab results, and gain access to self-service information. They also receive personalized content and follow-up reminders, made possible by customer profiles that connect data from digital platforms and medical office systems.
Coming soon — Journey Orchestration and more
We chose to launch the data management part of Experience Cloud for Healthcare because unified customer data profiles are an essential foundation for creating meaningful and personalized journeys for members and patients. Over the coming months, we will build on this foundation, extending Experience Cloud for Healthcare with additional Adobe application services:
- Journey Orchestration (September 2022)
- Customer Journey Analytics (November 2022)
Journey Orchestration will allow healthcare organizations to design cross-channel journeys and campaigns combined with AI-powered offer decisioning. And Customer Journey Analytics will let you take a deeper dive into complex customer journeys and uncover ways to make them better. We will provide updates on both of these launches as well as webinars and other content on Experience Cloud for Healthcare throughout the year.