Navigation & Personalization

Health care must build navigation and personalization capabilities to help assist consumers in the often daunting, complicated, and opaque process of selecting and engaging with their care. 

As the future of healthcare becomes digitized, the threat of disruption to health systems has never been greater. Despite their best intentions, the flood of new competitors and ever-proliferating modalities of care each compete for patient attention, creating the potential for a fragmented, confusing, and impersonal patient experience. At the same time, health systems possess the breadth of care, the access to data, and the patient trust to become their community’s preferred partner in care. But to achieve success, they must leverage these resources to create easy to navigate and personalized experiences for their patients, and for the first time ever, those are within reach.


The Paradox of Choice

In this research-based report you’ll learn:

  1. How healthcare can learn from brands like Spotify and Netflix to re-imagine how it builds and delivers digital experiences to patients.
  2. The new collaborations that will enable the healthcare industry to turn existing data into highly personalized patient experiences.
  3. The steps for health systems to implement a digitally-driven virtuous cycle; where personalization creates an improved navigation experience, and in turn, each navigation session, fuels profile data that improves personalization.
  4. The areas in the care journey most ripe for health systems to build data-fueled applications that can deliver a 10x better patient experience – starting today.

Consumers’ Top Online Sources for Gathering Provider Information


What sources, if any, did you use to gather information?


What resource did you consult first?

Featured Navigation and Personalization Projects

Surgical Concierge is a pilot project focused on engaging and guiding patients across their surgical journey through virtual & digital channels, beginning at the point of referral through post-op care.

Grace is configurable, knowledge-based decision support system that enables patients to find the right care, in the right place, at the right time through a conversational experience. She offers a level of personalization that engenders trust with the patient, helping patients navigate to the right resource and engaging patients between and during episodes of care.

To ensure that our patients have the COVID-19 information and resources they need, particularly those who might be at risk of experiencing disproportionate rates of COVID-19, we are piloting an outreach program where text messages in English and Spanish go out to patients considered to be at high to extreme risk of contracting COVID-19.

Recommended Navigation & Personalization Resources

No resources found.

Additional Reading

Digital Innovation

Forbes | The Power of Digital In Proactively Fueling Evidence-Based Care Journeys

May 12, 2023  |  Providence Digital Innovation Group

In this Forbes article, Andy Chu writes: “Digital transformation can feel like a massive undertaking. But it’s also an opportunity to overtake inertia. Through a simplified and open standard-based platform, with identity at its core, all health systems can resurface those human-like interactions that enable people, across the communities we serve, to better and more […]

Digital Innovation

Project spotlight series: Surgical Concierge simplifies your surgery experience

August 25, 2021  |  Providence Digital Innovation Group

[2 MIN READ] In this article: The Digital Innovation Group (DIG) at Providence identifies ways to develop healthcare technology that improves access and equity for the communities we serve. Surgical Concierge is a pilot program that uses telehealth services and digital solutions to engage and guide patients throughout their surgical journey. The Providence DIG team […]

Digital Innovation

How to Fix the Surgical Experience

June 11, 2021  |  Aaron Martin

Think about the biggest purchase you have made in your life. For many, that purchase was a house. Remember the time and steps it took to research, compare, and finance that item? First time home buyers must find a realtor they can trust, find, and view houses that fit their needs, review countless confusing documents, […]

Digital Innovation

The Paradox of Choice

May 21, 2021  |  Aaron Martin

It’s a well-studied phenomenon that when you give people more choices, what they experience is not freedom, empowerment, and agency. What you get is paralysis, confusion, and burden. Over the past few decades, healthcare has had a growing paradox of choice problem—offering patients an ever-increasing number of care options—but not providing the information, guidance, and […]

Digital Innovation

Project spotlight series: Your healthcare journey just got easier

April 10, 2021  |  Providence Digital Innovation Group

Key takeaways: The Digital Innovation Group at Providence uses advances in technology to solve healthcare challenges. Project spotlights highlight innovations that are changing how care is delivered and accessed. Providence is working to transform the patient care journey with technology that makes primary care, surgical appointments and mental healthcare easier. [3 MIN READ] Increasing access […]

Innovation at Scale

2021: The Year Broken Health Care Systems Begin the Healing Process

February 24, 2021  |  Sara Vaezy

The Covid-19 pandemic didn’t break healthcare. It just brought to high relief the existing fractures. This is good, because those fracture lines become the map and roadways for where we in health care innovation need to focus our efforts. And having the failures of our systems be so obvious is giving set-in-their-ways health systems, payors […]

Inside DIG

Teaming with Microsoft to combat the flu

January 12, 2021  |  Maryam Gholami

“Raising the water for all boats” is part of our DNA here at the Providence Digital Innovation Group. Our approach is to shape, build, and scale meaningful ideas here at Providence — and then offer them externally as a part of our mission of health for a better world. It’s a unique approach — and one […]

Digital Innovation

What Do Online Reservation Platforms Have To Do With Healthcare?

November 3, 2020  |  Providence Digital Innovation Group

Booking a table at a restaurant used to be a chore. You’d spend seemingly forever on hold only to learn there were no spots available, or that the restaurant wasn’t even open. And then you’d have to start all over at another restaurant. But today making reservations is a breeze. With a smartphone, you can […]

Digital Innovation

What Do Online Travel Booking Sites Have To Do With Healthcare?

October 27, 2020  |  Providence Digital Innovation Group

Back when dinosaurs roamed the earth (that is, before the internet), here’s how people made travel plans: they would call up a bunch of airlines, wait on hold, painstakingly jot down flight times and prices, call back their chosen airline hoping the flight would be still available, and finally give their credit card number to […]

Digital Innovation

What Do Cashless Payments Have To Do With Healthcare?

October 19, 2020  |  Providence Digital Innovation Group

Cash just isn’t what it used to be. Rather than stopping by the ATM, American consumers are turning to mobile payments. In fact, the mobile payments market went from $69.8 billion in 2018 to $98.8 billion in 2019–a 41% increase. It’s revealing that more than 1 in 10 Millennials are already using digital wallets for all of their purchases. […]

Digital Innovation

The Think Tank Ep. 6: Improving Access – Digitally Serving Up Services Directly to End-Users

September 1, 2020  |  Providence Digital Innovation Group

What happens when you bring together two bright digital experts to tackle health care’s biggest challenges? In our sixth episode, we were joined by the Digital Innovation Group’s Chief Digital Officer, Aaron Martin, and Madhur Aggarwal, who is the former SVP of Digital Channels & Customer Experience for Pearson to discuss how they’ve approached improving […]

Digital Innovation

The Think Tank Ep. 5: Creating a Personalized Experience in Marketing

August 1, 2020  |  Providence Digital Innovation Group

What happens when you bring together two bright minds to tackle health care’s biggest challenges? This isn’t your typical brainstorm among healthcare experts. This is a supercharged session between two minds that work in similar, but very disparate industries. Our guests talk about a broad challenge they face and discuss how they’ve approached the problem […]

Digital Innovation

Building a Healthier Future at Providence

August 2, 2019  |  Providence Digital Innovation Group

The digital innovation team at Providence is constantly tracking the latest healthcare tech to develop ways to improve your care with more personalized services. Imagine a world where your doctor can speak into a microphone while summing up your office visit and have the information added to your medical chart at the same time the […]

Digital Innovation

Health on the Go – How Providence Provides 3 Care Options in One Seamless Mobile Platform

May 21, 2019  |  Providence Digital Innovation Group

So, what is Health Connect? Health Connect is a mobile application that provides same day care with Express Care, scheduling with your primary care provider and access to your medical record with MyChart. Today we have Health Connect for Providence and Swedish, available on Android and iOS devices. Express Care has three options: ·       Express Care Retail: physical […]

Digital Innovation

Alexa, Schedule a Doctor’s Appointment

April 10, 2019  |  Sara Vaezy

Nearly 58 million U.S. adults have at least one smart speaker in their home. That is 23% of U.S adults, and reflects 22% growth in smart speaker adoption just since January 2018. As voice technology becomes common in homes and daily routines, numerous industries are racing to identify ways to bring their services to users via simple […]

Digital Innovation

Simplifying Care Through Improved Digital Engagement

June 15, 2018  |  Providence Digital Innovation Group

Delighting Patients Through Digital.  Today, the world of planned, non-emergency procedures such as knee-replacements is often complex and confusing for patients. Health systems ask individuals to be the “general contractor for their own care” as Providence St. Joseph Health (PSJH) Chief Clinical Officer Amy Compton-Phillips says. Patients organize finding the right doctor for their problem […]

Digital Innovation

Creating Patient Engagement Through Personalized Consumer Health

April 18, 2018  |  Providence Digital Innovation Group

As we’ve talked about in previous pieces, the Providence St. Joseph Health (PSJH) digital strategy is to first deliver a 10x better experience online to entice healthcare consumers to work with us online, as opposed to offline. The second phase, once we’ve earned the right to interact with patients online, is to engage on an ongoing […]