Personalize Patient Engagement with New EHR Integration and Healthcare Features

Note: The new Pilot features (EHR Integration, Patient Engagement Profiles, and Prebuilt Healthcare Campaigns) described below are built atop existing HIPAA Eligible Services and in accordance with Twilio’s Architecting for HIPAA guidance. However, The EHR Integration is not itself considered a Twilio HIPAA Eligible service at this time because it is designed to be hosted and maintained by you, the Customer, in your own cloud infrastructure.

Today, we’re excited to announce new Twilio Segment for Healthcare features that empower providers to deliver personalized, patient-centered engagement. These new capabilities seamlessly integrate patient data with digital communications, transforming engagement to be more tailored, automated, and proactive — all while significantly reducing time to get up-and-running with Twilio for healthcare use cases. 

Three new Pilot features are now available to select healthcare customers, offering an end-to-end solution for patient engagement:

1. EHR Integration [Collect]: Sync critical Electronic Health Record (EHR) data to Segment automatically alongside other patient touchpoints needed to drive patient engagement.

2. Patient Engagement Profiles [Unify]: Implement a common patient data model and PHI governance that supports personalization and HIPAA compliance.

3. Prebuilt Healthcare Campaigns [Activate]: Deploy included digital communication campaign templates that drive personalized engagement for key patient journeys.

For early access to the newest Twilio Segment for Healthcare Pilot features:
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Patient data silos stand in the way of personalization

The value of personalized, patient-centered engagement is clear. These practices have been shown to improve health outcomes, reduce healthcare delivery costs, and boost staff satisfaction. However, there’s a roadblock that is holding most providers back from delivering on the promise of personalization – data silos. 

Without a unified patient profile that’s available across the healthcare enterprise, it is fundamentally difficult to tailor engagement to each individual patient. This lack of a readily available centralized patient identity contributes to why just 11% of U.S. healthcare providers are actively implementing personalized digital care today, while the majority report being stuck in the planning phase.

Unlock personalized patient engagement with new healthcare features

Twilio Segment for Healthcare helps your organization eliminate patient data silos, unlocking personalized engagement that support critical clinical and operational priorities. Building on the foundation of Twilio Segment’s HIPAA Eligible platform, we’re rolling out new features that work together as an integrated solution for addressing key digital patient journeys.

Three new integrated capabilities are now available in Pilot: collecting patient data from your EHR alongside other touchpoints, unifying it into Patient Engagement Profiles, then activating it with prebuilt patient communication campaigns, starting with Annual Wellness Visit nudges:

Through this combination of features, providers can deliver personalized digital engagement to the right patient, at the right time, on the right channel. Each component of this solution is designed to complement the others, creating a virtuous cycle of better patient data enhancing patient communications, which in turn generates deepened engagement and even better data about your patients.

Automate EHR data ingestion into Segment with a new integration

Patient records in your EHR contain essential information on which patients you want to engage with, for what purposes, and when. For the first time, Twilio Segment for Healthcare now includes an out-of-the-box integration with EHRs to drive patient engagement.

The new EHR Integration leverages industry-standard FHIR APIs to automate the ingestion of essential patient data from your EHR instance into a Segment-compatible format. The EHR Integration is made available as a middleware application hosted on your own cloud infrastructure. Our preconfigured application can be deployed in minutes and is architected to support large volumes of patient data synchronization reliably. 

Combining patient data from your EHR with other data sources (like your website or fundraising tool) supports you in creating a 360-degree view of each patient, further strengthening your ability to drive tailored communications based on unique needs and preferences of each individual.

Unify and govern patient identities with Patient Engagement Profiles

Once EHR data has entered Segment, Patient Engagement Profiles provide a new common patient data model to tailor the Unify Profile for healthcare communications. Incoming data from your EHR is used to generate a profile for each individual with relevant traits and event details:

Importantly, all of the patient data entering into Segment from the EHR is governed by a provided Protocols Tracking Plan and Schema Controls. It ensures the right data from the EHR is applied to the Patient Engagement Profile and is properly labeled as PHI –  while any unexpected data is automatically dropped. 

Send tailored patient communications with prebuilt Engage campaigns

Lastly, our solution comes with prebuilt communication campaign templates for Twilio Engage that address key healthcare use cases leveraging data from Patient Engagement Profiles. You can now send proactive messages to patients, tailored specifically to them based on their unique health profile. Our first supported use case is increasing Annual Wellness Visit attendance via an automated SMS nudge:

A Twilio Engage Audience and Journey template is included to deliver timely nudges to the right patients who are overdue for their annual appointment. Data from the Patient Profile is used not just to target them for the communication, but also to personalize the message – the campaign dynamically populates the patient’s name, doctor’s name, and phone number so they can easily schedule their appointment.

This is one of many possible end-to-end patient journeys that Twilio Segment for Healthcare can now support. The new solution released today provides a foundation for you to run any other clinical, marketing, philanthropic, or research-based campaigns that align with your organization’s priorities. Relatedly, we plan to release additional Engage campaign templates to support additional use cases soon.