Adobe’s Breakthrough Solution for Healthcare
How Real-Time CDP drives three top 2023 healthcare trends
While customer data platforms (CDPs) have been around for a decade, there’s a groundswell of new solutions in the marketplace designed to meet the demands of highly regulated industries like healthcare. A standout among them is Adobe’s Real-Time CDP with Healthcare Shield, a powerful offering from the digital experience giant that provides a 360-degree view of individual customers with in-the-moment insights while meeting HIPAA requirements and enabling robust and granular data management.
It couldn’t come at a better time for health systems and life sciences companies, which are under intense pressure to modernize their data programs from government regulators that want tight privacy controls, from public health advocates that want better data faster than they got with COVID-19, and from their own customers, who expect personalized experiences.
When we published the top 10 healthcare trends in 2023 in January, we predicted how these changes would impact the digital and data transformation programs healthcare companies would undertake this year. In this article, I’ll look at how Adobe’s Real-Time CDP fits into that roadmap and supports three trends: data mesh architecture, the emerging role of payer as health steward, and the rise of the healthcare marketplace.
The power of Adobe’s Real-Time CDP with Healthcare Shield
While there are other CDPs in the marketplace that meet HIPAA requirements for handling Personally Identifiable Information (PII) and Protected Health Information (PHI), Adobe’s Real-Time CDP and its HIPPA-ready Healthcare Shield add-on is a little different because of the degree and granularity of data protection they afford. Here’s a rundown of key features:
- Unified view: Provides a comprehensive view of all data across multiple sources and applications, including siloed and unstructured data, allowing for better tracking, analysis, and governance of data.
- Customizable labels: Enables the creation of custom data usage labels, in addition to the pre-defined ones, to ensure compliance with unique governance policies and requirements.
- Granular access control: Allows the setting of granular access controls and policies at the dataset and field level to ensure that only authorized users can access sensitive data.
- Automated classification: Automatically classifies data based on pre-defined rules and metadata, making it easier to manage and govern data at scale.
- Real-time monitoring: Provides real-time monitoring of data usage and access to detect and prevent unauthorized use or access to sensitive data.
- Audit log: Includes a record of all activities within a system that allows for tracking, investigation, and compliance management of data activities. Adobe’s Real-Time CDP allows for fine-grained visibility into user activities, including logins, actions, and changes made to datasets and fields, helping organizations to identify and investigate security incidents and data breaches.
- Integration with SIEM: Integrates with third-party Security Information and Event Management (SIEM) systems to allow for centralization and correlation of audit log data with other security events and alerts.
- Customer-level data: Healthcare Shield has robust capabilities for managing an individual customer’s information, including the ability to query and export all data connected to them, deleting their entire profile, as well as more targeted tasks, like deleting a subset of their profile, an entire data set, or only a specific set of profile fragments from one or more data sets.
Let’s take a closer look at how Adobe’s Real-Time CDP supports three of the top healthcare trends in 2023.
Enriching the healthcare data mesh
We flagged data mesh architectures as a key trend in the healthcare industry for 2023 because they address a foundational data governance challenge nearly every healthcare organization faces: heavily siloed data ecosystems.
COVID-19 was a crucible for healthcare data systems, demonstrating in real time that siloed data and cumbersome, slow data analysis makes everything harder, from mapping the spread of the disease to providing care to high-risk communities and getting critical information to the right people at the right time. Paradoxically, studies show that early efforts to fix this problem in the first two years of the pandemic resulted in more data silos, prompting an urgent need for healthcare organizations to manage its data differently.
We’ve found great success with data mesh, a decentralized data management architecture that promotes data accessibility, collaboration, and ownership across an organization’s data ecosystem. Crucially for healthcare companies, data mesh breaks down data silos and streamlines access to patient information so healthcare providers and patients can get relevant information when they need it.
Adobe’s Real-Time CDP with Healthcare Shield provides immense value in this context, as it is designed to be a business-focused data product that can contribute a 360-degree view of patients to the data mesh. Furthermore, its capability to serve data in actual real time eliminates the historical lags between data collection and consumption, empowering healthcare providers to make informed decisions much quicker.
Empowering payers to be better health stewards
Advances in technology, increased competition, rising consumer expectations, increasing emphasis on wellness and prevention, and an overall shift toward patient-centric care has put a spotlight on the friction in the healthcare payer/customer relationship. But the relationship is so critical to patient health — in one study, more than half of respondents said their health insurance plan was the most important factor in their overall health experience — that payers must move beyond their historically transactional customer relationship and take on the role of a health steward.
This is a moment where marketing technology in general can make a big impact for payers, who traditionally haven’t used their data to create personalized, engaging, health-focused experiences for members.
Adobe’s Real-Time CDP adds another key element for payers by building trust around data. The shift from a transactional to a more personalized approach demands it, and Adobe’s functionality ensures that payers can engage their customers and demonstrate genuine care for their well-being while also adhering to privacy regulations.
Improving patient experiences in healthcare marketplaces
Finally, Adobe’s Real-Time CDP can play a key role with online health commerce platforms. These digital “healthcare marketplaces” connect consumers with healthcare services and products, enabling them to access, compare, and make purchases simply and conveniently. Healthcare marketplaces can offer a wide range of services, including telemedicine consultations, remote patient monitoring, wellness programs, medical devices, and health-related applications as well as provide information on healthcare providers, pricing, and user reviews.
By centralizing access to healthcare services and fostering transparency, digital health marketplaces promise to improve the overall healthcare experience, drive innovation, increase competition, and enhance patient outcomes. They also collect and generate vast amounts of data.
Adobe’s Real-Time CDP can help organizations identify the most relevant data from all those sources, rationalize it, and provide a single view of a customer’s journey. In the context of a healthcare marketplace, Adobe’s Real-Time CDP provides a comprehensive set of functionalities to optimize patient engagement strategies, tailor marketing campaigns, and offer personalized health and wellness programs, ultimately enhancing the patient experience while accounting for critical privacy and compliance guardrails.
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