Praia Health Is New. The Problems We Solve Are Not.

by Doug Grapski, Vice President of Strategy and Operations

It is indisputable that digital transformation in healthcare lags other industries. Consumers remain frustrated with the industry’s low level of digital adoption and are increasingly willing to change providers for improved access and convenience.

This consumer desire was met with myriad patient engagement solutions, digital front doors, patient portals, and point solutions targeting specific conditions or service lines. While these offerings have raised billions in funding, and have begun to move the needle within their targeted domain -  compared to other industries, adoption remains low and health systems as a whole are still operating ‘in the early days of their transformation journey.'

A big part of this reality stems from the fact none of those stand-alone experiences are built to address the foundational challenges of digital transformation for health systems:

  • Separate patient log-ins. Health systems have multiple log-ins across nearly every touchpoint – from mobile apps and web portals to bill pay functions and third-party solutions – resulting in patient confusion, siloed experiences, and inevitable consumer disengagement.
  • Disconnected CRMs, consumer data platforms, and EMRs. Health systems lack a single source of truth to combine actionable clinical, non-clinical, operational, and first-party data around individual consumers or patients.
  • Isolated digital experiences. Disparate patient experiences across web, mobile, and patient portals leave health systems with no way to act on known patient attributes and unable to deliver a consistent personalized experience across all channels – accelerating patient churn.
  • The constant need for custom development work as new use cases arise. Deploying new use cases such as chronic condition management, financial assistance program awareness or clinical trial enrollment is often tedious - requiring new solution partner integration across all digital channels at a time when health systems are also pushing to manage fewer applications in their tech stack.
  • Incomplete analytics across the patient journey. Health systems lack a consistent line of sight into how people interact with services and products throughout the conversion funnel; from first consumer impression to initial click-through and through a completed clinical interaction.

Praia Health is built to address these challenges.

Praia Health Delivers a Single-Login Solution

Praia Health’s Secure Patient Identity(TM) allows health systems to have one login that rules it all. Our identity service manages account creation, identity verification, and management that is independent of, yet integrated with, EMR accounts and patient records – superseding multiple EMR instances and duplicate MPIs. And, that one identity allows for standard federation/SSO services for all applications in the consumer health ecosystem. One person, one login. Done.

Praia Health Unifies Experiences

Unlike an EMR which limits patient engagement to clinical interactions (as it was designed to do), Praia Health integrates with a broad set of high-value programs, services, and information – while embedding the best and most relevant to each specific patient of the EMR portal into the experience.

Through the Praia Health PersonStore, health systems can securely manage and synchronize a person’s identity across the consumer health ecosystem. This 360-degree and system-integrated view means all groups within a health system can view one set of data, and one view of a consumer – serving as a force multiplier for their collective teams.

In addition, the pre-built analytics hooks at every step of the patient journey enable health systems to have a never-before-available, view of patient actions. Now, all constituents inside the health system can glean the same information and insights across the user journey alongside the ability to test and learn, rapidly.

Unification Doesn’t Stop At A Full Consumer View

Praia Health not only pulls the pieces of the consumer health ecosystem together, but it also reduces ‘point solution’ fatigue for health systems by easily integrating third-party partners (including patient engagement solutions) into the Praia platform. This low-code solution means that new use cases don’t require new development. Partners have the added benefit of integrating with Praia one time across multiple health system joint customers.

Praia Health Makes Personalization Actionable

CRMs and messaging/communications solutions offer cohort-level personalization that broadly buckets people into groups based on broad descriptions, behaviors, or actions. Conversely, Praia enables valuable and individualized health solutions delivered through system-branded apps and web experiences that work alongside or without a CRM. And, unlike a mobile shell or other digital front door offerings, Praia is designed to work within your existing mobile channels through SDKs and APIs, rather than trying to replace them. That means a seamless and personalized brand experience for your consumers.

Admittedly, Praia does not fit neatly into a vendor landscape.

  • Praia Health is not a patient engagement pureplay.
  • Praia Health is not a duplication of EMR portal functionality.
  • Praia Health is not a traditional identity management solution.
  • Praia Health is not a digital-front-door offering.
  • Praia Health is not a CRM solution.
  • Praia Health is not a messaging and communications offering.

But that’s precisely the point.

Praia Health is built to address the foundational problems facing health systems in their digital transformation and help unlock their future. Praia Health is an enterprise-grade platform that brings the required components of a health system’s digital footprint together; personalizing and deepening people’s health system interactions in ways that drive loyalty and decrease friction.

In short, it is a flywheel. And flywheels create the ability to build significant momentum to the point where growth becomes a self-reinforcing, virtuous cycle. That’s a pattern every health system could use today.