Personalizing Patient Experiences with the Power of Salesforce

Solving the Use Case

According to the Journal of Patient Experience, personalized experiences in healthcare strategies require three key components:

• Infrastructure to aggregate data
• Intelligence capability to segment patients
• Engagement layer to deliver personalized messages

Let's run through how all of these requirements can be solved by Salesforce.

Personalization Starts with Data

The Infrastructure for Data Aggregation

While its common for healthcare organizations to jump right into creating content, personalized experiences begin with data aggregation. For that, we'll need data from a variety of sources.

Unfortunately, the data we'll need access to is stored across disparate platforms, like EHRs, marketing systems, clinical systems, and survey tools.

Fortunately, there's a solution that ties them all together. Customer Data Platforms (CDP) like Salesforce Data Cloud are built to unify data from disparate systems to create unified patient profiles. For the personalization use case, we typically configure them to aggregate clinical, demographic, claims, marketing, and behavioral data to create distinct patient profiles.

Building Distinct Patient Populations

Identifying Segments

Salesforce Data Cloud can be used to create defined populations. These are commonly used to address challenges related to population health management, and creating personalized marketing journeys serve that end. We typically ask ourselves, "which groups have specific problems that can be addressed or prevented through personalized attention?"

Here are some examples of defined populations we've created in the past:

• Cancer Patients
• Chronic Disease Patients
• Low Income Patients
• Diabetes Patients
• Disabled Patients
• Pregnant People

Channels of Personalized Experiences

Once patient populations are defined, unique content can be created for each one and built into a variety of engagements across email, websites, social media sites, and mobile apps. In conjunction with Salesforce Marketing Cloud Personalization, we use first-party cookies, IP addresses, or device IDs to identify visitors in order to push relevant content. Let's take a look at the common channels we create personalized patient experiences for.

Email and SMS

Email and SMS journeys often focus on improving wellness or prevention. Because we have unified patient profiles and defined populations in Salesforce Data Cloud, they can be triggered based on medical histories, treatment goals, or seasonal conditions.

For instance, population wellness can be improved by engaging patients who struggle with seasonal allergies via communications in the spring about how to manage symptoms. In terms of preventative care, women of a certain age could be reminded to schedule a mammogram appointment.

Websites

Thanks to Marketing Cloud Personalization, healthcare websites can be personalized in real-time based on past visits, location data, or information from Salesforce Data Cloud.

This means the website experience is consistent with other channel experiences. The website can:

• Respect language preferences
• Show the closest clinics
• Highlight relevant care offerings
• Encourage appointments for patients with lapsed care

Social Media

Thanks to recent guidance from the Health and Human Services Office for Civil Rights, healthcare advertising on digital channels has come under well-deserved scrutiny. However, by using Salesforce Data Cloud in conjunction with a signed business associate agreement (BAA), many social channels can be used in a HIPAA-compliant manner. Salesforce Data Cloud acts as a compliant intermediary between ad platforms, enabling ads targeted to defined patient populations.

Redaction scripts unpair protected healthcare information (PHI) from any user identifiers, protecting healthcare organizations from non-compliance fines and lawsuits.

Mobile Apps

Like the web experience, mobile apps can be tailored in real-time to specific patient populations with Salesforce Marketing Cloud. They can show upcoming appointments, respect language preferences, highlight the closest locations, and more.

Results of Personalized Healthcare Engagement