Salesforce launches Genie for Healthcare and Patient 360 additions

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Salesforce Genie has reached the healthcare industry, but it will take a lot more than three wishes to get it up and running for most customers.

Healthcare customers got a sneak peek at new cloud services launching this week, including their own Genie, which combines a patient’s clinical and non-clinical data – such as economic, financial, behavioral and environmental factors – to create complete profiles.

Salesforce Genie, premiering at Dreamforce in September, takes its customer data platform familiar to marketers and applies it to sales, service, and e-commerce. Salesforce Industries also plans to deploy Genie tools for specific verticals; health is the first.

Behavioral Health is also available now, which personalizes engagement between providers and patients; develops a longitudinal timeline for patients; offers tools for counselors to capture patient assessments over the phone as well as through pre-appointment questionnaires; and includes crisis center features that make it more efficient to onboard patients and direct them to appropriate providers. Salesforce hopes to create efficiencies in mental health care, a cash-strapped and resource-strapped healthcare specialty.

Another feature, Automation for Utilization Management, connects insurers and providers to streamline onerous processes such as pre-authorization for drugs or diagnostic tests.

All of these are cutting-edge cases for new health technologies, said independent analyst Vinnie Mirchandani. With its healthcare offerings, Salesforce offers to run a CRM on top of the electronic medical record, and not become the clinical record itself.

Salesforce can help not only healthcare providers develop a more holistic view of their patients with its CDP profiles, he said, but also insurers who want to manage relationships with their covered members, startups creating health applications and pharmaceutical companies. Current systems, especially those used by healthcare providers, are ripe to be supplemented with process automation and data aggregation to improve patient experience and reduce wasted administrative work. .

“The edge is customer-oriented,” Mirchandani said. “We’ve seen pharma companies like CVS become clinics. I don’t think Salesforce will get into clinical systems or large healthcare operations. I see a lot of opportunity just by making interface processes customer-centric. patient much simpler and much, much more elegant.”

Salesforce Patient 360 behavioral health tools include the interactive health timeline.

Health data standards are key to adoption

Salesforce sees potential improvements to the patient experience with these tools, as users can perform case management and coordinate care in ways that healthcare providers cannot in their current systems. Providers, as well as life science and insurance customers, can also use it for marketing services and to provide patients with personalized health content. They can also set up Salesforce Commerce Cloud instances to sell recommended products.

But it will likely take a lot of work to integrate it into current systems and derive value from the investment.

Salesforce customer Quest Diagnostics — a massive company that has administered a medical lab test to one in three Americans — chose Salesforce Health Cloud for a new e-commerce site, QuestDirect, that lets consumers order their own lab tests .

While doctors order most lab tests in the United States, the company discovered during the pandemic that consumers wanted to direct the process themselves, even paying out of pocket for COVID tests, many of which were triggered by demands. of travel.

Other common examples of things consumers often want to be tested for include indicators of diabetes, sexually transmitted diseases and the common flu, said Richard Adams, senior vice president of e-commerce and user experience at Quest. Diagnoses. Sometimes consumers don’t have a primary care physician; other times they just need a quick response and want to cut through the paperwork and are willing to pay themselves.

QuestDirect, which went live on Commerce Cloud for the past few weeks, is expected to expand rapidly soon. The rollout of new genetic testing services for Ancestry.com users is planned for the first quarter of 2023.

Quest does not use Salesforce CDP; instead, it uses Tealium. Adams, however, said he sees potential for Salesforce CDP users deploying the new health tools. The thing potential buyers should keep in mind, he said, is this: While Salesforce has come a long way in developing Genie and Patient 360, it’s still just the beginning. Things may be available now, but they may not be fully cooked.

“As a sophisticated buyer, I think it’s important to manage the expectations of your internal stakeholders…[and to] asking tough questions about what is actually being produced,” Adams said.

In some cases, “that doesn’t mean there’s training on this stuff, Trailhead videos, and easy plug-ins,” Adams continued. “That means the technology will work, there’s a path to it, and it will quickly mature as a product over the next two or three years. It’s what you buy, and you have to be realistic about it.”

One of the keys to Salesforce’s growth in the broader healthcare industry is industry standardization on HL7 data standards and Fast Health Interoperability Resources (FHIR) data transport standards. Salesforce is rolling them out through MuleSoft Accelerator for Healthcare, another part of its new release.

As the federal government drives the growth of these standards and healthcare providers require technology vendors to work on the same data model and security mechanism, the healthcare industry can open up its systems to vendors. Silicon Valley cloud companies as well as startups launching applications for specific needs. conditions such as diabetes management or behavioral health.

It will also allow users to create mixed cloud stacks, such as running Salesforce health technologies on medical records systems such as Cerner, recently acquired by Salesforce rival Oracle..

“If you continue to open APIs and interfaces to FHIR standards, then you are the best partners we have,” said Amit Khanna, senior vice president of Salesforce and general manager of health and life sciences. . “I think there are two [benefits of FHIR]: One is regulation, ensuring that patients can have their own data. And then, obviously, if it’s on standards, it helps not only us, but startups and others who are coming to market.”

Don Fluckinger covers enterprise content management, CRM, marketing automation, e-commerce, customer service and enabling technologies for TechTarget Editorial.

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