June 12, 2024

Individualized Communication Means Eliminating Data Silos to See How Patients Respond Best

Personal GPS systems do more than tell you how to get somewhere new. They also recognize barriers, such as accidents, closed roads or road construction, and recommend alternative routes in real-time. Because GPS knows who you are and where you want to go—and it can coordinate this information with data related to road conditions and weather— it can personalize your journey to ensure you reach your destination in the shortest amount of time.

Effective patient engagement works similarly when a central data analytics system or “brain” works continuously behind the scenes as healthcare systems engage with patients. When someone fails to respond to print communication, for example, the brain detects a roadblock and recommends another route for reaching that patient, such as text, email or IVR phone contact.

This type of dynamic engagement is only possible when the data for every patient touchpoint is connected and managed through one central platform. Data also must be infused with intelligence that enables measurement of success (or failure) of patient engagement on the fly. As time goes on and patients either respond as you hope—or fail to respond—the platform continues to refine the best communication methods based on that ongoing feedback for each patient.

The beauty of such a continuous feedback system is that it allows you to pivot and adapt communication channels quickly. You can see what’s working and what’s not working for each patient. Seeing this information and being able to swiftly act on it is the cornerstone of productive patient engagement.

Navigation information received after your trip concludes is pointless, yet that’s exactly how many “data driven” patient engagement platforms work today. Receiving insight after a patient engagement campaign concludes is too late for you to adapt messages and mediums in time to make a difference.

See, Understand and Respond

How can you actually see what’s happening with patients? GPS navigation provides another apt illustration. The platform that presents your navigation details, frequently on a phone or other mobile device, makes it easy to see and respond in real time to what is actually happening during your journey.

It’s no different with a smart patient engagement platform with easy-to-read dashboards. Sophisticated patient engagement platforms take data infused with intelligence from across all aspects of a patient’s journey (data silos do not exist) to build a unique engagement strategy based on highly individualized personas. Your desired outcome, combined with each patient’s demographics and communication tendencies, determine the most effective touchpoints and channels. This approach is more than just personalized, it’s individualized and dynamic.

Continuous optimization with altered touchpoints increases communication effectiveness. In essence, you are able to deliver the right message at the right time using precisely the right channel or combination of channels. Data that is connected and infused with intelligence makes it possible.

Not only does individualized engagement deliver better results, it reduces wasted spending and unnecessary complexity or “noise” for patients. Rather than overwhelming patients with too many messages delivered in ways they do not respond to, your communication is precise, targeted and individualized. It also offers multiple opportunities for patients to make payments at many junctures throughout their healthcare journey, driving better financial results for your organization.