PERSONALIZING CONSUMER ENGAGEMENT AT SCALE ACROSS HEALTHCARE
Healthcare organizations are increasingly treating consumer healthcare as a holistic journey . Consumer expectations have risen , driven by their experiences with digital technology in other industries . Today ’ s always-on , connected consumer interacts with brands across multiple channels and devices , and they expect a brand to know them across dynamic journey stages .
Likewise , the always-on consumer ’ s health journey exists outside of the typical healthcare ecosystem . An individual ’ s actions , behaviors , and environment play enormous roles in continued health . Factors such as diet and exercise , access to parks and green space , and even how much natural light a person is exposed to throughout the day are known as social determinants of health , which can account for up to 40 percent of a person ’ s proclivity toward long-term health .
Healthcare companies are now starting to use social determinants of health data to help guide consumers along their healthcare journeys ; this is key with the total healthcare experience being a continuous path that reflects always-changing behaviors and environmental patterns .
KNOW ALL THERE IS TO KNOW ABOUT A HEALTHCARE CONSUMER
Personalizing the consumer healthcare experience to shape a healthcare journey at an individual level is accomplished through the use of data . By ingesting and combining first-party , second-party , and third-party consumer data onto a single platform , a healthcare organization creates a unified consumer profile , or golden record , that lets the organization know everything there is to know about a consumer and informs the next-best action , or recommendation , that will help propel the consumer on the path toward continued health . The Red- Point Customer Data Platform™ connects all available data sources to create an accurate golden record that is updated in real time .
With automated machine learning and an intelligent orchestration layer , the platform recommends a next-best action or message for an individual consumer while being contextually aware of where they are in their journey .
A NEXT-BEST ACTION AND AN ENGAGED CONSUMER
Data sources that create a golden record could include data from a connected device that monitors sleep and exercise patterns , for example . It could include a device that monitors a consumer ’ s vital signs , combined with a history of provider and care visits , future scheduled visits , gaps in care , and sources that indicate social determinants of health . The platform ’ s self-tuning , automated machine learning models continuously update a consumer ’ s health “ score ” based on every data source , and recommend the appropriate action in a way that is customized for the particular payers , providers , and consumer in that instance . Because the golden record is persistently updated with real – time data , a recommendation is always in the context and cadence of an individual healthcare journey .
This single point of control over data , decisions , and interactions is the key to providing personalized omnichannel communications with each consumer . A number of health organizations have engaged with RedPoint to deliver hyper-personalized customer experiences to acquire new customers and manage individualized journeys that improve health outcomes , lower costs , and improve consumer satisfaction .
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