Leading healthcare organization Cedars-Sinai strives to be at the forefront of care and deliver an exceptional patient experience. This extends to its digital experience and the Cedars Consumer Digital Innovation (CDI) team’s efforts to advance and innovate its analytics and personalization strategy — a daunting challenge in healthcare due to complex patient privacy requirements.
To gain deeper insights into patient interactions across various channels, Cedars-Sinai’s CDI team sought a modern analytics platform that extends beyond basic product and funnel analytics. They needed a solution that could map consumer and patient journeys across channels and identify specific user segments requiring actionable engagement. Viewing this as a strategic opportunity, the CDI team aimed to find a long-term solution that not only adheres to Cedars-Sinai’s stringent patient privacy requirements but also advances the organization’s goal of delivering large-scale, compliant, omnichannel personalization for patients and users.
To develop this modern analytics infrastructure based on consistent tracking and accurate, HIPAA-compliant data collection across the patient journey, the CDI team selected Adobe’s Customer Journey Analytics (CJA) to replace Adobe Analytics.
With the platform selected, Cedars-Sinai needed a partner to help implement CJA properly and create consistency across several disparate web properties and mobile applications (website domains, email, MyChart and virtual care, and offline touchpoints, like call centers) and lay the foundation for its long-term omnichannel personalization strategy.
Building a Long-Term Solution
Consulting with Adobe led the CDI team to connect with potential implementation partners. The team ultimately selected Adswerve to advise on and implement CJA because of the consultancy’s expertise and experience. From the initial conversation to the seamless discovery and scoping process, it was clear that Adswerve could help the CDI team not only implement CJA but also collaborate on the strategic foundation it needed for its long-term plans. Once Adswerve was on board, the teams collaborated to develop and execute a multi-phase implementation plan.
In phase one, Adswerve served as both a technical and strategic partner to the CDI team. Adswerve completed the initial CJA implementation to connect Cedars-Sinai’s primary domain, five sub-domains and iOS and Android apps, and deliver new insights into the patient journey across their web and app assets.
Adswerve also collaborated to set the foundations for a new data governance strategy at Cedars-Sinai, helping them evolve from disparate systems and tracking approaches to a more holistic strategy. The strategic framework and new tracking documentation were key to implementing CJA to be scalable, consistent and HIPAA-compliant across the organization’s tools and teams for years to come. The Adswerve team also helped align workstreams as the CDI team worked in tandem to implement the Adobe Client Data Layer internally.
With CJA implemented and currently in beta, the CDI team plans to make it the organization’s analytics platform of record in mid-2024. Adswerve will continue partnering with the CDI team to ensure Cedars-Sinai can fully leverage the new tools and insights from phase one as it expands CJA to connect additional domains, the MyChart patient portal and offline sources.
What’s Next
Having CJA properly implemented and updated data governance underway allows Cedars-
Sinai to collect accurate data across its many web and mobile assets on its journey to full omnichannel analytics and personalization. Cedars can now leverage its data to glean new insights about the user journey — especially between mobile and web — to help it better segment audiences, create more personalized marketing campaigns for patients and guests, and have clearer visibility into performance. And the organization can evolve and mature its tech stack by layering additional tools and technologies on top of CJA, like Adobe Journey Optimizer, which will further its goal to be a leader in delivering scalable, omnichannel, personalized customer experiences.
Interested in learning more about what Adobe CJA and Adswerve can do for you? Contact us.
