Learn how personalization can strengthen engagement, build trust, and turn providers and payers into trusted partners.

Healthcare consumers want safe access to accurate health information in real time. They expect proactive communication on their preferred channels as well as tailored programs from their provider over the course of treatment. From payer communication during open enrollment, to personalized medication management, to help scheduling and maintaining appointments, people want to feel like their healthcare teams are invested, trusted partners in their health journeys.

Without a single view across touchpoints, providers and payers find it difficult to engage patients and members consistently, often leading to dissatisfaction and disengagement. This can affect trust and retention, and negatively impact health and business outcomes.

Strengthening engagement and building trust requires that providers and payers create tailored communications based on patient and member demographics, health status, and personal preferences. This will allow them to:

Enhance acquisition and retention

The journey starts with attracting the right prospective healthcare consumers. With many choices available, healthcare organizations have to be smarter about how they attract and retain them. Organizations can use acquisition data to increase the volume and/or quality of marketing communications to attract more members and patients, as well as optimize provider relationships. Properly employing data insights enables you to:

• Access rich audience insights: Use data from multiple sources — including second- and third-party data, email engagement, SMS interactions, and website visits — to securely and efficiently reach your target audience
• Enhance acquisition with lookalikes: Grow your target audience by identifying individuals who possess similar attributes and re-engage inactive consumers
• Optimize physician relationships: Build professional email campaigns, track engagement, and follow up with speed from a single platform

Personalize every engagement

The next step is to personalize experiences. Using contextually relevant messages and omni-channel communications, providers and payers can consistently reach consumers on any device at the right time. Personalizing interactions across the entire health journey requires that you:

• Create tailored journeys: Manage the entire journey — acquisition, enrollment, onboarding, care appointments, and ongoing wellness tips — with an experience built around health needs and preferences.
• Power omni-channel conversations: Engage consumers at the right time on any device and channel with personalized, relevant content that motivates healthy behavior.
• Automate workflows: Use prebuilt templates and automated workflows to improve employee productivity and create tailored wellness journeys at scale.

Payers don’t offer all the services a member wants

With increasing industry pressures to improve health outcomes and meet patient expectations, Piedmont Healthcare needed to provide more personalized experiences to each patient across transitions of care. With Salesforce, Piedmont Healthcare grew its patient relationships to improve access and efficiency, while using data-driven marketing to boost patient and physician engagement. In doing this, they gained:

A 360-degree view

Using Health Cloud to connect siloed systems, Piedmont Healthcare created a 360-degree view of their patients and unlocked the ability to deliver more personalized care

Key patient insights like appointment scheduling behavior and communication preferences give Piedmont Healthcare the information they need to deliver more holistic and proactive care

Piedmont Healthcare tracks the activities of sales staff responsible for nurturing physician relationships and connects performance to their activity

Automated physician management

Marketing automation tools allow Piedmont to deliver personalized communications to the physician community at scale

The sales staff monitors communications and nurtures physician leads, improving productivity, tracking engagement, identifying the best leads, and following up with greater speed

Personalized consumer engagements

From a single source of truth, Piedmont plans all campaigns based on consumer, patient, and physician interactions across the organization. This includes sales, relationship management, and marketing

Piedmont uses the integrated CRM to segment patient populations and deliver personalized and relevant content

Piedmont Healthcare saw:

Discover how providers and payers can create connected experiences for healthcare consumers with personalized experiences.

Consumer trust is a competitive advantage. But trust is not a given. Disconnected experiences, the need to repeat personal information, or asking consumers to navigate difficult user interfaces can sour the patient provider relationship. Healthcare organizations that know, personalize, and engage consumers in meaningful ways will earn trust and ultimately, outperform their competitors. Earning this right requires steady, consistent, and thoughtful interactions that deliver on brand promises over time. Providers and payers can begin laying a foundation and building that trust by establishing a 360-degree view of each healthcare consumer.

Unleash a 360-degree view

Building trust starts with consistent experiences. As a first step, connect systems of record, including internal and external data. This might include electronic health records (EHR), claims, population health, and wearable device data. This will enable you to unlock a 360-degree view that you can then pair with an integrated CRM platform designed for healthcare. Application programming interfaces (APIs) connect systems and pull in data to create a single source of truth for internal and external interactions. Here’s how it works:

• Access data in real time: View complete consumer data, including appointment scheduling behavior, communication preferences, care team members, health timelines, and interactions. Organizations can also review critical health information such as social determinants and risk stratification, and segment by type and severity of condition or geographic region
• Collaborate in real time: Work cross-functionally on any device to influence better experiences and outcomes. Easily reference and coordinate relationships across each patient’s care plan and team. The result is easier, faster, and more accurate communication between teams and healthcare consumers.
• Make intelligent care decisions: Arm your teams with smarter care management tools so they stay focused on consumers and the tasks that require the most attention.
• Prevent care gaps: Make the most of EHR and other data sources to facilitate case collaboration, track wellness, and recommend solutions with automated alerts and notifications.
• Scale wellness and disease management: Create personalized care plans, send assessments to collect key information, and understand care progress based on accessible, reliable, and real-time data, including clinical, engagement, and communication activity.

Nearly half of consumers struggle with payer communication.

Leverage analytics insights

A healthcare CRM that has an analytics solution with built-in artificial intelligence (AI) capabilities surfaces actionable insights that improve patient and member touchpoints. After consolidating data, providers and payers can access real-time data on populations, segment by age group or identify conditions to personalize messaging. Consider embedding intelligent analytics and predictive modeling to make decisions that improve patient and member interactions.

• Unlock next best actions: Use past behaviors to drive recommendations for the best course of action. This helps to inform care programs, adjust risk modeling, and improve outreach
• Improve proactive outreach: Identify the likelihood for a consumer to miss a care plan task or health milestone and take proactive action to improve goal achievement.
• Optimize referrals: Prioritize referral sources based on historical data, predict the most lucrative and best referral sources, and identify the best course of action.
• Connect devices and wearables: Integrate medical device and wearables data for real-time visibility into vital health information. Access to this data can inform behaviors and intervention strategies.
• Enhance support services: Publish frequently asked questions and helpful knowledge articles to improve the self-service experience.

Community Health Choice (CHC), a local, non-profit, managed care organization in Texas, is working to help provide whole-person care to its members. By fully integrating Health Cloud (and eliminating the need for multiple systems and screens) they are able to get a 360-degree view of a member’s health needs, social determinants, and communication preferences in one central location. This has allowed them to proactively address barriers to care, achieve state regulatory compliance, and ensure patients receive appropriate services regardless of their socio-economic circumstances. A 360-degree view has enabled Community Health Choice to:

Transform the member experience

CHC workers can identify social determinants of health, proactively address barriers to care, and ensure better health outcomes for its members

CHC offers members better self-service capabilities, including a self-service portal to easily address claims and common questions

CHC simplified first call resolution by incorporating intelligent automation to more effectively triage member questions and recommend next best answers

CHC engages members via text and email to offer a more connected member journey

Streamline operations and increase efficiencies

Fully integrating their existing IT systems with a connected platform gives CHC teams instant access to member information. This creates a more connected experience, easier agent transactions, reduced wait times, and faster call resolution.

The creation of a single connected system reduces operating expenses and improves member engagement.

CHC teams are more efficient due to no longer needing to use various systems and screens to find the information needed to serve each member.

Digital transformation has made it possible for CHC to recover lost revenues through the implementation of digital shop, enroll and broker channels.