How Adobe solutions help healthcare organisations 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 organisations have gone up. We see this in the ubiquity of urgent care centres — a convenient but expensive option that can further kerb 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 organisation 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 personalised care at scale:

1. Capture the right data and personalise the experience from the start.
2. Remain proactive and supportive throughout the health journey.
3. Keep in touch over the right channels at the right time to improve accountability.

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

By capturing relevant data at the first visit or engagement, organisations 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 enrolment or when scheduling appointments.

A HIPAA-ready customer data platform can support the healthcare industry’s unique regulatory requirements while enabling organisations to create detailed consumer profiles by unifying data stored across the organisation. This happens through ingesting data from the most relevant sources, like the intake process during patient onboarding, call centre 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 organisation 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 organisations uncover in-the-moment insights from consumer behaviour, messaging preferences and online and in-person interactions.

These valuable insights can be used to categorise 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. Organisations are better able to personalise experiences and resources for consumers to keep them engaged and on top of managing their health.

For example, a healthcare insurance organisation can collect data from online interactions, in-person interactions and the company’s call centre. This data is analysed with a tool like Adobe Customer Journey Analytics, which uses AI to securely analyse 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.

Keep in touch 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 organisations. 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 organise 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 organisations recognise the most beneficial time to prompt engagement from the consumer.

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

Adobe Real-Time Customer Data Platform connects and normalises various consumer data sources into comprehensive profiles, enabling personalised 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 optimise digital services. And Adobe Journey Optimizer automates personalised interactions based on real-time consumer behaviour, 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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