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Achieving A Completely Connected Consumer Experience


The Challenge

To connect the consumer journey, this organization needed a 360-degree view of every person who interacted with the healthcare system. It was essential to keep consumers’ identities consistent across every touchpoint—including technology and physical locations—to populate an enterprise data warehouse and create a seamless experience.

Because of growth and new business relationships, the organization had many separate systems generating and maintaining consumer data. These included Salesforce® (customer relationship management) and Epic® (electronic health records). It wasn’t optimal to incorporate clinical information in Salesforce or to maintain consumer information within Epic.



“We can see how a consumer interacts with us at a level we’ve never seen before.”

Vice President of Data Integration and Analytics

The health system used Verato Universal® Master Person Index (UMPI) as an identity resolution service, delivering a single ID and unified understanding of each person across every touchpoint.

“The Verato UMPI has helped us to fill gaps in information. With Verato, we easily integrate data and we’re confident in our consumer 360 view,” Vice President of Data Integration and Analytics. Supported by Verato’s proprietary Referential Matching℠ technology and modern APIs, the warehouse connects information from 40 data sources. These include patient surveys, care coordination, marketing automation, and external consumer preference data, along with Epic and Salesforce.

The organization will also deploy Verato Auto-Steward™ to improve the accuracy of an existing master patient index created in Epic.


The 360-degree view of the system’s consumers will continue to grow over time, and Verato will scale with it. When the technology team added a particularly large data set, reflecting consumer information on 4.8 million people, it took just one week to integrate these new records in Verato.

“With other systems I’ve used, it takes 2-4 months to add a new data source to an EMPI” a data integration team member comments. “Verato is exponentially quicker.”



With Verato, employees across the health system can access the right information more quickly, enabling more streamlined scheduling, marketing, and consumer experience. While improving processes, the organization is also pursuing many innovations in care and service.


With connected data and greater analytics capabilities, the system will be able to conduct more personalized marketing and outreach across the region, including:

• Proactively marketing to people new to the area

• Reaching individuals with information and services tailored to their potential health concerns

• Engaging more with consumers with chronic conditions, and those at-risk for medical problems, helping them to improve their health


The system’s data science team has many innovations in progress, including:

• A recommendation engine for more informed patient assistance, including sensitivity to difficult health situations

• Supporting consumer preferences for appointment times and days

• Easily referring people to physical therapy or other services near their homes

• Alerting people when they are due for a mammogram, lab test, or other preventive care

“To provide the best consumer experience, we need to know who you are. For the first time, we can tie together a person’s experiences across their entire health journey with us.”

Vice President of Data Integration and Analytics