Mar 28, 2024

How to leverage Adobe Journey Optimizer in the healthcare industry

Sachin Torrikonda

Sachin Torrikonda

How to leverage Adobe Journey Optimizer in the healthcare industry

The healthcare landscape is experiencing a profound shift marked by a transformation toward patient-centric, technology-driven, value-based care. This evolution encompasses the adoption of digital health technologies, data-driven decision-making, a focus on preventive care, heightened patient engagement, and an emphasis on enhancing overall healthcare outcomes while effectively managing costs.

A collaborative study by Adobe and Econsultancy revealed noteworthy changes in healthcare practitioner experiences:

  • 84% of healthcare professionals note the emergence of new and evolving customer journeys.

  • 73% acknowledge a significant increase in the number of digital channels used by their patients.

Modern healthcare journeys unfold across a multitude of channels, diverging from traditional patterns. The conventional sequence of visiting a doctor's office and subsequently collecting a prescription from a pharmacy has been replaced by a streamlined, tech-enabled process. Patients initiate appointments through mobile applications, check in via self-service kiosks, and order medications from virtual pharmacies. In this dynamic landscape, patients can review lab results while grocery shopping or engage in telehealth follow-up consultations from the comfort of their homes.

Simultaneously, a novel generation of healthcare providers are pioneering new journeys tailored around specific conditions and wellness requirements. These journeys are predominantly online, seamlessly integrated into established insurance networks for payment and pharmaceutical services. Patients are embracing these services for their convenience and their ability to deliver personalized care through the use of technology.

The need for healthcare providers to deliver cohesive, cross-channel, and multi-provider journeys has never been more critical. Unfortunately, many established healthcare organizations rely on isolated, channel-specific technologies to deliver patient experiences, which can result in disjointed, frustrating journeys.

Recognizing the challenges posed by this fragmented approach, Adobe introduced Adobe Journey Optimizer (AJO) into Adobe Experience Cloud for Healthcare.

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AJO and Adobe Experience Cloud for healthcare

Orchestrating personalized journeys across the channels where healthcare customers already engage is the key to driving heightened engagement. It demonstrates a deep understanding of each patient's unique journey. As part of Adobe Experience Cloud for Healthcare, AJO enables providers to design and automate journeys that are intelligent, compassionate, and personalized, even as they span multiple digital and in-person channels.

The utilization of single-purpose, channel-specific systems often leads to disconnected care experiences. Consider the scenario where a patient signs up for their primary care doctor's health portal online and downloads the corresponding mobile app. The patient provides detailed information and schedules their next appointment.

However, upon arriving at the doctor's office and attempting to check in using the mobile app, they encounter a request to contact the receptionist, who then asks them to fill out a paper form with the same information they provided online.

Such repetitive and frustrating experiences are prevalent in healthcare and contribute to incomplete treatment plans and preventive care. This is primarily caused by healthcare providers relying on separate systems to power various aspects of their services, which often lack interoperability.

AJO resolves this by enabling the creation of automated, intelligent, and personalized care journeys across various channels, including patient portals and SMS messaging. It leverages artificial intelligence (AI) and machine learning (ML) to understand each customer's specific needs and provide tailored recommendations based on their unique requirements. For example, an insurance provider can remind patients about necessary preventive care based on recent claims or patients can receive mobile notifications to review care instructions following in-person visits.

Furthermore, AJO streamlines the management of all customer journeys and experiences, eliminating the need to build experiences within multiple channel-specific applications or rely on custom integrations and manual interventions for coordination.

AJO and HIPAA readiness

Ensuring data security and regulatory compliance is of utmost importance in the healthcare sector. When implementing AJO in Adobe Experience Cloud for Healthcare, a paramount focus is placed on adhering to the Health Insurance Portability and Accountability Act (HIPAA). This implementation guarantees that data is collected, stored, and utilized in full accordance with HIPAA regulations, instilling confidence in the secure handling of sensitive information.

Here are a few key aspects of HIPAA:

  • Protected health information (PHI): HIPAA safeguards individuals' health information, encompassing details linked to a person's health condition, provision of healthcare, or payment for healthcare services.

  • Covered entities: HIPAA regulations extend to covered entities, including healthcare providers, health plans, and healthcare clearinghouses. Business associates handling PHI on their behalf are also subject to HIPAA regulations.

  • Privacy Rule: HIPAA's Privacy Rule establishes standards for safeguarding individuals' PHI, giving patients control over their health information and outlining permissible uses and disclosures.

  • Security Rule: The HIPAA Security Rule focuses on securing electronic protected health information (ePHI), setting standards for its secure handling, and requiring entities to implement measures against unauthorized access.

  • Breach Notification Rule: HIPAA's Breach Notification Rule requires covered entities to notify affected individuals, the Secretary of the Department of Health and Human Services, and, in certain cases, the media following a breach of unsecured PHI.

  • Enforcement: The Office for Civil Rights (OCR) within the Department of Health and Human Services is responsible for enforcing HIPAA. Entities violating HIPAA regulations may face penalties, including fines.

  • Individual rights: HIPAA grants individuals specific rights regarding their health information, including access to records, the right to request corrections, and being informed about how their information is used and disclosed.

  • Minimum necessary standard: Covered entities must adhere to this principle when using or disclosing PHI, ensuring that only the minimum information necessary is shared for the intended purpose.

AJO is designed to be HIPAA-ready with the Healthcare Shield add-on, laying the groundwork for a connected and contemporary patient experience. These Adobe products ensure that patient information is handled in accordance with industry regulations and ensure alignment with the rigorous security, privacy, and data utilization requirements of the healthcare industry.

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Advantages of AJO for the healthcare industry

Combined with Adobe Experience Cloud for Healthcare, AJO enables the following for healthcare organizations:

  • Improved patient experience

  • Intuitive care navigation

  • Empowered patient choice

  • Accelerated patient acquisition

  • Personalized patient reminders

  • Personalized and unified in-clinic and digital experiences

AJO has the potential to transform care journeys from complex hassles into compassionate and convenient experiences. It streamlines transitions between channels, ensuring patients do not encounter obstacles when scheduling, accessing, or paying for the care they need.

Healthcare providers can offer patients multiple avenues for accessing care, whether through mobile apps, patient portals, telehealth visits, or in-person visits. Regardless of the channel patients choose, they receive relevant experiences and recommendations based on their most recent health data. For instance, a patient's in-person visit informs subsequent telehealth appointments, enhancing the continuity of care.

AJO also aids patients in complying with care instructions, such as sending exercise instructions via a mobile app or text reminders to complete scheduled workouts, schedule appointments, and report progress. Predictive capabilities enable AJO to anticipate the types of care individuals may require, making it easy for patients to access the necessary services. For example, a pediatric practice can use data from in-person visits to identify children who are due for routine vaccinations and send text messages to parents with appointment-scheduling links.

Healthcare organizations are urged to accelerate their digital transformation efforts and harmonize complex, multichannel care journeys. A survey conducted by Adobe and Forrester revealed that 35% of healthcare executives and practitioners believe their organizations' healthcare experiences fall short of customer expectations, while 90% acknowledge the need for more rapid responses to patient demands.

The bottom line

Integrated into Adobe Experience Cloud for Healthcare, AJO is a ground-breaking solution that empowers healthcare providers to deliver seamless, intelligent, personalized care journeys across digital and in-person channels. This not only enhances patient engagement but also supports HIPAA readiness, ultimately revolutionizing the healthcare experience.

Schedule a call with one of our specialists to talk about which marketing automation tool is right for you and learn more about Adobe Journey Optimizer. 

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