The rapid pace of technology development, especially when it comes to new artificial intelligence tools, could mean a whole new meaning for personalization in healthcare, according to one health systems executive.
“I think generally in the industry, we’ve often thought about personalization in terms of segmentation, like what are the segments of the population that we’re going to engage. I think the power of personalization is that we’ll really be able to move from these broad segments to segments of one. That’s really the intent,” David Oakley, chief digital officer at AdventHealth, said during an interview last week on Reuters Total Health conference in Chicago.
Currently, health systems focus many of their personalization efforts on their core website experience, as well as outreach strategies to encourage certain types of visits, he noted.
He also noted that patients’ EHR experiences are becoming more personalized every year. Today, patients can log into Epic’s MyChart app and easily view information, reminders and care recommendations tailored to their medical history and individual health needs.
Moving forward, Oakley wants healthcare personalization efforts to go beyond access to EHRs and the digital front door.
“What we’re investing in, beyond those two categories, is really a personalization engine that will continue to tailor experiences, whether you’re logged in or just visiting the website, based on what consumers really need,” he said. “This also has to extend far beyond the clinical aspects. Personalization, in my opinion, also encompasses the things that make each of us feel complete.”
Ultimately, Oakley believes AI can help providers better leverage the emotional, social, and lifestyle factors that have the greatest impact on people’s health and well-being.
He also believes this level of personalization can be a useful tool to help overcome trust issues in healthcare.
“I believe that personalization done well will create deeper relationships between the provider, care teams and the patient,” Oakley stated.
He sees a future where health systems can actually remember patients’ preferences and values, rather than just their insurance or clinical details.
As data platforms become more connected and artificial intelligence engines become more sophisticated, personalization could become a competitive differentiator in healthcare. Oakley said he’s excited to see how health systems demonstrate they truly understand their patients in an increasingly digital world.
Photo: Ekaterina Goncharova, Getty Images
