Innovaccer shook things up last week by making its first-ever acquisition, a move that positions healthcare marketing and CRM platform Cured as a cornerstone of its patient experience roadmap.
Although Cured’s platform might initially seem like an odd fit for Innovaccer’s portfolio of data analytics and population health solutions, the acquisition quickly starts to make sense in the context of Innovaccer’s three-pronged forward strategy:
- Value – transitioning from fee-for-service to value-based care (the Health Cloud and Data Activation Platform)
- Productivity – shifting from burnout to AI-driven productivity (the recently debuted Sara AI suite)
- Experience – moving from encounter-based care to experience-driven care (where Cured comes in)
Cured leverages data and AI to help healthcare organizations boost their patient experience campaigns, not unlike the data-first approach that Innovaccer takes to the provider space.
- Cured’s marketing and CRM platform engages patients throughout their care journey to build relationships, improve outcomes, and generate revenue – three areas where billing-focused EHR systems and bolt-on CRM platforms notoriously fall short.
- It maintains a library of 80+ healthcare-specific engagement journeys and propensity models, which are poised to gain plenty more horsepower when combined with Innovaccer’s unified patient data platform and contact center.
As a cherry on top, Cured is adding over 20 health system and digital health clients – including Sutter Health, UCHealth, and VCU Health – to Innovaccer’s current roster of ~95 customers.
- Cured’s three co-founders will also assume leadership roles within Innovaccer to help drive a CRM strategy that now revolves around delivering a Healthcare Experience Platform (HXP) as much as a customer relationship management solution.
- While time will tell how different an HXP looks from a CRM, marrying Innovaccer’s 360 degree view of clinical, claims, and patient behavior data with Cured’s marketing and engagement prowess sounds like a solid way to unlock some powerful capabilities.
The Takeaway
Healthcare organizations have long struggled with either CRMs layered on top of EHRs built for other purposes, or industry-agnostic CRMs that need to be customized to fit their specific needs. By joining forces with Cured, Innovaccer is looking to combine its data intelligence and contact center capabilities with a marketing and engagement force that’s strong enough to overcome that struggle through a new type of Health Experience Platform.
