Adobe Journey Optimizer is now part of Adobe Experience Cloud for Healthcare

The healthcare journey will never be the same. According to a 2022 study by Adobe and Econsultancy, most healthcare practitioners are witnessing new and changing customer journeys (84%), and nearly three-quarters (73%) of practitioners agree there has been a surge in the number of existing customers using digital channels.

In fact, most of today’s healthcare journeys now unfold over multiple channels. Instead of visiting the doctor’s office and then picking up a prescription at the pharmacy, modern patients set up an appointment on a mobile app, check in at a kiosk, and can order medication from a virtual pharmacy. They might review lab results online while buying bread at the store or have a telehealth follow-up visit at home on the weekend.

At the same time, a new generation of healthcare providers, such as Cove and Cerebral, is inventing entirely new journeys centered around specific conditions and wellness needs. These journeys happen primarily online but are also integrated into existing insurance networks for payment and pharmacies for the delivery of medication. Patients are embracing these services, both for their convenience and for how they use technology to deliver custom-tailored care.

Now more than ever, it’s imperative for healthcare providers of all kinds to provide a seamless journey that spans digital and in-person channels and even multiple providers. The problem is that most established healthcare organizations rely on siloed, channel-specific technology to deliver experiences, which can lead to disconnected and frustrating journeys. At Adobe, we know how difficult this can be — which is why we’re adding Adobe Journey Optimizer to Adobe Experience Cloud for Healthcare.

Journey Optimizer will allow you to design and automate journeys that are intelligent, caring, and personalized, even when they happen over multiple digital and in-person channels. Orchestrating personalized journeys across multiple channels where your healthcare customers already are is the key to driving higher levels of engagement. Plus, it helps you demonstrate that you understand who your customers are — and you know where they are in their personal journeys with you.

Single-purpose systems lead to disconnected care

Imagine you sign up for your primary care doctor’s health portal online and download the mobile app. You fill out a detailed questionnaire, including your insurance details and payment information, and then schedule your next appointment. So far, so good. But when you arrive at the office and try to check in with your app, you get a message asking you to contact the receptionist, who then asks you to fill out a paper form requesting the same information you provided online.

This kind of repetitive and frustrating experience is common in healthcare. It’s a big reason why people don’t always complete their treatment plans or get the preventative care they should. Unfortunately, these negative experiences are all too common because most healthcare providers use channel-specific technology to power virtually all of their services.

In this same example, your primary care doctor’s practice might rely on one system to power its online patient portal, another to track in-office patient records, and yet another for its mobile app — and none of these systems may talk to each other. As a result, customers often have to repeat steps in the journey or end up stuck.

Connect the care journey with Journey Optimizer

Journey Optimizer allows you to now create automated, intelligent, and personalized care journeys spanning channels from patient portals to SMS messages. With built-in artificial intelligence (AI) and machine learning, you can understand each customer’s specific needs and suggest the next steps based on their unique needs. For example, an insurance provider might remind patients of needed preventative care based on their recent claims. Or patients might receive a mobile notification to review their care instructions after an in-person visit.

Plus, you can manage all your customer journeys and experiences through Journey Optimizer. That way, you don’t have to build experiences in multiple channel-specific apps and use custom integrations or manual intervention to keep them coordinated.

Stay HIPAA-compliant

We understand how important it is to protect patient data and comply with all relevant regulations. That’s why Journey Optimizer, as implemented in Experience Cloud for Healthcare, ensures data is collected, stored, and used in ways that comply with HIPAA. It can easily identify and secure protected health information (PHI) and personally identifiable information (PII), so you can feel confident that sensitive data is being handled in a compliant way.

How our customers are using it

Journey Optimizer can transform care journeys from a painful bureaucratic hassle to a compassionate and convenient experience. It can automate transitions from one channel to another and ensure patients don’t get stuck when they try to schedule, access, or pay for needed care. Our customers are using it to revolutionize healthcare experiences. Here’s how.

Make accessing care simpler and faster. Journey Optimizer lets you give people multiple options for getting care — mobile apps, patient portals, telehealth visits, in-person visits, and more. And no matter which channel patients use to interact with providers, they receive relevant experiences and recommendations based on their latest health data. For example, if a patient has an in-person visit and later has a follow-up consultation with a different doctor via telehealth, the virtual experience will be informed by the doctors’ notes from the in-person exam.

Help patients comply with care instructions. Journey Optimizer allows healthcare providers to create intelligent care journeys spanning multiple channels. For example, a physical therapy patient might receive exercise instructions in a mobile app as well as SMS reminders to complete scheduled workouts, make appointments, and report progress.

Predict what kinds of care individuals may need. Journey Optimizer can use AI and machine learning to predict what kinds of care patients will need and make it easy for them to get it. For example, a pediatric practice could use data gathered during in-person visits to identify children due for routine vaccinations and send text messages to their parents with a link to an appointment scheduling app.

Coming soon — Adobe Customer Journey Analytics

Adobe Experience Cloud for Healthcare now supports unified customer data profiles through Adobe Real-Time Customer Data Platform and connected care journeys through Journey Optimizer. Together, they offer a powerful foundation for healthcare organizations that are ready to integrate digital channels into their care mix and deliver experiences that are better for both patients and providers.

Next, we will add Adobe Customer Journey Analytics in November 2022. It will allow healthcare providers to take a deep dive into care journeys and identify roadblocks that are preventing the effective delivery of care and related services.

Deliver connected journeys with Adobe

Now is the time for healthcare organizations to accelerate their digital transformation and start connecting their complex, multichannel care journeys. When Adobe and Forrester surveyed more than 350 healthcare executives and practitioners, a full 35% said their organization’s healthcare experiences lagged behind customer expectations. Likewise, 90% recognized the need to react more quickly to patient demands.

Keep pace — and even take the lead — with Adobe. Learn how you can meet or exceed your customers’ demands for personalized experiences across channels with Adobe Experience Cloud for Healthcare and the newly HIPAA-ready Adobe Journey Optimizer.