Step 2: Enable Consumers and Build Trust

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


Many healthcare consumers endure disconnected experiences with their providers and payers. They don’t want to repeat personal information, get handed off to different departments for simple questions, or navigate difficult user interfaces.

Healthcare organizations have to earn the right to engage with consumers. Earning this right takes steady, consistent, and thoughtful interactions that deliver on brand promises over time. In the new pandemic reality, consumer trust will be a competitive advantage. Healthcare organizations that know, personalize, and engage consumers in meaningful ways will outperform their competitors. A 360-degree view of each healthcare consumer is the foundation that providers and payers need to begin building that trust.


Building trust starts with consistent experiences. As a first step, connect systems of record, including internal and external data (for example, EHR, claims, population health, and wearable device data) to unlock a 360-degree view 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 geographic region, as well as by type and severity of condition. 
  • 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: Leverage 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.
59% of consumers have had to repeat information during a single insurance transaction.
Source: “Connected Healthcare Consumer,” Salesforce Industry Research, 2019.
Learn how Health Cloud empowers a 360-degree view of every healthcare consumer.

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 (for example, millennials compared to Medicare-eligible consumers), 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.
84% of healthcare consumers believe AI is promising for sending reminders such as care plan tasks and health goals.
Source: “Connected Healthcare Consumer,” Salesforce Research, 2019.
Unlock the power of data driven insights with Einstein Analytics.

Give healthcare consumers the tools they need to take an active role in their health journey. Consider creating a self-service portal that surfaces account information, knowledge articles, assessments, and claims activity (for payers), and enables consumers to chat with a live agent or bot.

  • Deliver exceptional digital experiences: Offer training, knowledge articles, events, claims activity, and a gamified experience to encourage task completion and progress tracking. 
  • Provide access to health information: Make it easy for consumers to view and manage profile information and receive customer support with secure messaging and case creation. 
  • Create a unified end-to-end experience: Offer appointment reminders, health assessments, and resources through secure patient communities to personalize engagements before, during, and after care episodes or member interactions. Empower healthcare consumers to play an active role in their health journey by creating easy-to-use self-service communities that house curated articles, assessments, and other important information.
Web portals are the fourth most-common patient-provider communication channels, with 23% of patients using them to communicate with providers.
Source: “Connected Healthcare Consumer,” Salesforce Research, 2019.
Personalize every engagement and empower consumers to take charge of their healthcare journey with Community Cloud.

Customer Story

MIMIT Health is a fast-growing multispecialty physician group in Illinois that specializes in minimally invasive treatments for multiple disease states. Many of its patients reside in nursing homes. When the pandemic arrived, MIMIT acted fast to keep patients and staff safe while continuing to provide lifesaving healthcare.
  • Health Cloud’s Lightning Flow and Process Builder allows the creation of patient surveys in as little as a day. 
  • The surveys can cover COVID-19 risk factors and symptoms. They can be quickly adapted to incorporate new factors or health conditions. 
  • At-risk patients are directed to appropriate care while others are scheduled for consultations about MIMIT’s specialized procedures.
  • Enable appointments by Zoom for Healthcare. Recordings are automatically saved to cloud storage with the HIPAA-compliant Box for Healthcare. 
  • Care coordinators collaborate with MIMIT staff using personalized care plans in Health Cloud. 
  • Once appointments are complete, the system automates tasks for care coordinators and patient billing.
  • Automated sequences guide the entire patient lifecycle whether patients arrive through telehealth or from in-person presentations at nursing homes. 
  • Einstein Analytics uses data from an inventory management system across hospitals and surgery centers to alert the right teams when new devices or equipment are needed for the procedures. 
  • A single view of each patient ensures smooth processes even when teams are working remotely, improving efficiency and morale during a difficult time.


MIMIT launched telehealth through Health Cloud in 72 hours.


Step 3: Integrate and Scale

Discover how an integrated platform can help meet the urgent need for interoperability in healthcare.
  • Easily Comply with New Interoperability Regulations
  • Accelerate Innovation with an API-led Approach
  • Build Scalable, HIPAA-Compliant Apps

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