To gain a personal understanding of the healthcare consumer, providers and health plan administrators must have access and insight into every area of the healthcare journey across physical and digital channels. In-person appointments, care gaps, claims, benefits eligibility, chronic condition management, medication adherence, telehealth, and Social Determinants of Health (SDOH) All are elements of a typical healthcare journey, and meeting patient expectations for a personalized healthcare experience requires a consistent approach across every touch point.
Personalization is the expected standard for today’s patients. According to the post dynata survey Of healthcare consumers, 66% of patients surveyed said they would choose a provider based on the provider’s ability to communicate in a consistent and timely manner, and 60% said it was critical for the provider to demonstrate their understanding of the individual – beyond basic patient data.
However, the challenge for many healthcare professionals is that data is often isolated by channel, process or line of action, blurring a single patient view and making it very difficult to deal with consistency in a comprehensive manner. For example, a service provider may implement a marketing campaign to close care gaps. However, having PHI data isolated from personally identifiable data (PII) and other patient information (such as demographics) makes it nearly impossible to segment an audience based on a particular health condition, or to deliver a campaign that takes into account a patient’s channel. or content preferences.
Alternatively, a typical campaign might send static content based solely on the patient’s age, location, or other attribute that may not be relevant to the patient’s current healthcare journey. A patient, for example, may have recently had a preventive examination but because they are on an email list, they receive a message asking them to schedule the same examination. The patient is now confused if not completely angry because the provider doesn’t seem to know anything about them.
automated machine learning
Machine learning in an integrated customer data platform that combines PHI, PII, consumer, claims, and clinical data into a single platform solves the problem of isolated data, allowing healthcare professionals to segment audiences at a granular level and greatly increase relevance for virtually every type of patient engagement.
When self-training machine learning models are continuously run in production and tuned to meet a specific business goal (bridging gaps in care, retention, acquisition, etc.), incoming and outgoing interactions can be optimized at the individual patient level, tailored to channel, health status, SDOH or whatever It will directly affect the desired goal.
In a drive to close the care gap, the model that includes all patient data, updated in real time, will produce optimized segments that are precisely aligned with the individual patient’s current healthcare journey. Inappropriate and inappropriate messages or communications are a thing of the past, as are communications in the wrong channel. Instead, each communication – incoming or outgoing – is ideal for the current situation of the patient or healthcare consumer and demonstrates a complete understanding of the patient.
Understanding a patient’s social determinants of health, for example – a patient’s access to a nutritious diet, proximity to green spaces, access to transportation – is vital knowledge in Value Based Care (VBC) The compensation model and the ability to segment the audience based on this level of detail is very valuable for creating highly relevant connections that successfully connect patients with their physician.
single control point
Because healthcare awareness requires precision, an integrated customer data platform must have a rule-based approach to database mining, where audiences are created and defined through a set of logic – a rule – that is applied to a campaign and evaluated at each point in the campaign in which it is used. list usually.
When a rule is evaluated at every inflection point, such as an email or direct mail sender, an incoming call to a call center, etc., the snippet takes place at the last possible point, eliminating corruption of the list that begins to lose its relevance once it is created. Rules can also be created at the organization level and reused at the campaign level, creating consistency in rule definition as well as operational efficiencies. When a rules-based approach is combined with the built-in real-time patient view, accuracy is assured.
It’s a fundamentally different approach from cutting the list, which provides marketers and business users with a timely view of the patient. However, once the list is created, it loses relevance immediately because it ignores any new data that might show how a patient is progressing through the healthcare journey.
A customer data platform that provides a single point of operational control will also have an intelligent coordination layer that makes it possible to aggregate clips as a whole, creating reusable and scalable content packages across the entire channel ecosystem. The right patient is then matched to the correct connection every time, on any channel, incoming or outgoing.
patient centered transformation
In the Gartner Generations Model To plan and implement healthcare consumer engagement initiatives, demonstrating a personalized understanding of the patient that meets patient expectations for a comprehensive, multi-channel healthcare experience is far beyond where most healthcare organizations today sit.
A true ‘patient-centric’ approach is one in which a healthcare consumer can access and control their health data across the entire healthcare system. The unified patient record in this model will ingest data from every source and be available and accessible by providers, insurers, caregivers, devices, etc. There are no data, process, department, or channel repositories that contribute to the disjointed patient experience.
Most healthcare organizations are in the first generation, where they can use patient or consumer data to improve the journey through a single channel. To advance, organizations and then the entire healthcare ecosystem must begin to act as one on behalf of the patient. To start along the generational path, one recommendation is to evolve from assigning initiatives to a single business unit (such as a home health care assistant responsible for managing chronic care) to coordinating patient care across the organization, with all departments accessing the same data to create a smoother experience.
An integrated customer data platform that supports the shift to a patient-centric model will ingest all patient data in a single platform, provide business users with a single point of operational control and, through built-in machine learning, intelligently orchestrate personalized experiences at scale. The entirety of multi-channel healthcare journeys.
About Chris Evangelidi
Chris Evanguilide, Director of Enterprise Healthcare Market for redpointglobalfocused on helping healthcare organizations harness the value of data to drive healthcare consumption by leveraging the brightest minds, best practices, and proven solutions.