Healthcare has largely failed to recognize this shift in the power balance between patients and providers. It is no longer a “field of dreams, build it and they will come” marketplace. Patients want to be seen, and to be understood and known. Adopting a customer-first approach means that every step in the patient journey takes into account their complete clinical history, consent and personal preferences to create a personalized, highly intuitive and engaged experience across the care continuum.

To meet patient expectations, healthcare providers, payers and systems should continue to turn toward a customer 360 approach, leveraging more advanced digital outreach and experience management informed by a complete and accurate longitudinal view of the patient journey. But for these efforts to succeed, they must be built on a foundation of accurate patient identity.


Achieving customer 360: The need to know who is who at every touchpoint
Managing patient and provider identity is fundamental to healthcare. At its most basic level it means making sure the right medication is given to the right patient and that the correct lab results are attached to the proper record. But it’s more complicated than that.

To deliver the best possible care, maximize patient engagement, and support patient acquisition and retention strategies for growth, healthcare organizations need a complete and unified view of patients and their entire care journeys.

Healthcare master data management (hMDM) solutions enable a complete and trusted 360-degree view of consumers, patients, members and providers. Using hMDM to bridge the gap between systems of record, systems of experience and systems of insight, healthcare organizations can truly know who is who at every touchpoint. This allows organizations to:

● Achieve a complete and accurate longitudinal view of a person, aggregating high fidelity consumer, patient and provider data across disparate system silos — building a unified data foundation for strategic Customer360 initiatives.
● Deliver personalized care experiences that exceed patient expectations while improving outcomes, efficiency and retention.
● Enable care providers to make the best next action, minimizing the risk of medical errors and allowing for personalized care plans.
● Support responsible deployment of AI based on high fidelity data training sets, driving more accurate and trusted results.
● Equip front-office teams with accurate, up-to-date patient information, creating better patient experiences and care gap closures in call centers and other patient touchpoints.

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