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How a customer data platform meets patient needs and delivers business outcomes

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How a customer data platform meets patient needs and delivers business outcomes

by Arturo Mendiola


Addressing individual health needs and delivering on business outcomes is particularly crucial in the highly regulated and often complicated journey within the Health and Life Sciences (HLS) sector. 

A patient’s experience with the healthcare system starts long before they even need care, and their journey continues long after clinical outcomes or interactions. Patient loyalty can erode if they find it difficult to engage with a provider at any point in the journey. Thus, ensuring when patients go from finding care to getting care to post-visit compliance to paying for care – it all has to be seamless and cohesive, across touchpoints, channels and devices. 

But we know it’s not easy. The COVID-19 crisis and the U.S. Health care system’s response to it have created seismic shifts in the health care industry. Challenges prevalent prior to the crisis have been accentuated, causing drastic changes in the care continuum and operational best practices.   

One solution to creating a seamless experience for patients is implementing a customer data platform (CDP).  The use case below illustrates how implementing a CDP drives both operational and organizational alignment in support of creating a personalized omni-channel connected experience – putting patients at the center of the care continuum.  

Use Case: Unifying patient and member data by creating a single source of truth with a CDP 


A B2B2C integrated health payor and provider system offers its insurance members a wide swath of services, from preventive care to condition/disease treatments to prescriptions and medications. The company has grown dramatically through an aggressive acquisition strategy, bringing various health care networks into the fold along with adopting their capabilities, systems and patient/member data. 


As members and patients traverse the vast network of offerings from finding care, receiving care and paying for care, the sheer size of the company has led to disconnected departments, functions and systems of the enterprise organization, making it very difficult to navigate which part of the system members should go to for what and when. To make matters worse, patient and member data lives in multiple places and isn’t easily accessible or shared across business units, with no single source of truth.  


A customer data platform (like Salesforce Data Cloud) can be embedded to bring all the member and patient data and insights from each corner of the enterprise into one centralized accessible repository, aggregating it and, more importantly, unifying it into a golden record for each of their constituents. Now when a patient sets up an appointment with their care provider, the network can quickly identify who they are, what they have been seen for in the past, and tie back to any medical records and/or physician recommendations.  

From there, the provider can confirm if the care is already in-network through their employer’s insurance program (saving them on the cost of care). And if systems are connected in the right way, the patient’s prescription can be sent to the pharmacy via an automated system vs. having a care provider needing to “key or call it in” as the CDP can pass that information from EPIC directly to the preferred pharmacy.  


In this scenario, the CDP served as means to not only bring the patient’s data together, but also bridge the divide within the organization’s departments and business units created over time through the enterprise’s market growth strategy of acquisition. Now individual team members, regardless of the business unit (prescriptions, care, member services, etc.), have access to 360 member and patient data to minimize any points of friction as their constituents manage and pay for healthcare.  
At Horizontal, we believe that connected patient experiences stem from connected data. If you want to learn more about how we can help in your digital transformation, reach out! 
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