John Squeo, SVP & Market Head, Healthcare Providers at CitiusTech
The foundation of the healthcare systems today can be traced to Florence Nightingale’s example, emphasizing a nursing approach to patient treatment in the mid-19th century, during the Crimean War. Nightingale drew attention to the neglected aspects of healthcare, like hygiene and patient observation. This, clubbed with compassionate care, introduced a human-centered, but scalable approach to medicine. ‘Patient focus’ in healthcare, then, was just the intuition of the attending nurse but the foundation of evidence-based medicine was laid during her period. Today, technology is helping apply those basic healthcare principles at a broader scale, and on a more consistent and replicable basis.
Digitally connected populations are tapping into services that are providing never-before hyper-personalized healthcare experiences. Consider these
A diabetic patient wearing a continuous glucose monitor (CGM) that syncs with a smartphone app. The app tracks glucose levels, food intake, and activity patterns, then sends real-time alerts and personalized dietary suggestions to prevent spikes or drops. It even notifies the doctor if levels are dangerously high.After knee surgery, a patient receives a wearable device that monitors movement and recovery progress. An AI-enabled platform sends customized exercise videos, tracks compliance, and adjusts routines based on pain levels and mobility, while alerting the physical therapist if recovery slows.
For a health-conscious population, these extensions of the care model is fundamentally reshaping the way care is both delivered and experienced, freeing the patient from always conforming to the physician’s site of care and inconvenient schedules.
Far from being a fleeting trend or a technological novelty, personalized engagement represents a paradigm shift—one that places the individual patient at the center of a dynamic, data-driven, and more importantly, a deeply humanized care ecosystem.
Understanding Personalized Engagement
Personalized engagement in healthcare goes beyond merely providing data-driven, tech-enabled engagement.
Take the example of Sarah, a busy mom struggling to manage her diabetes. Her hectic life leaves no room for regular doctor visits. Instead of giving Sarah the usual pamphlets, her healthcare team started texting her quick tips and healthy recipes she could easily make. They also connected her with a local support group for moms with diabetes.
On the other hand, for John, an elderly man who lived alone, personalized engagement was something different. His trouble using new technology prompted the healthcare team to schedule home visits. They even helped him manage his medications with simple reminders.
Personalized engagement in healthcare means using information and technology to give each patient the care that fits their unique needs and life situation.
This goes beyond just treating their medical problems. It also considers things like where they live, how much money they have, their education, what they eat, how they prefer to communicate, how comfortable they are with technology, and their cultural background. The goal is to combine their medical history with their social determinants of health (SDoH) to give every patient care and information in a way that works best for them.
Core Elements of Personalized Engagement
Customized Communication: Communication gets a personal touch when the message is clearly articulated in ways that are culturally and linguistically appropriate. The delivery of the message, too, must happen via channels the patient is most comfortable with.Proactive Outreach: Reaching out to patients before they feel the need for intervention. Think of a health app on your sister’s phone that analyzes her past health checkups and lifestyle data, then nudges her to book a cervical screening she’s due for, complete with a nearby clinic suggestion and a pre-filled appointment slot. Isn’t that super convenient? Behavioral Segmentation: Keeping tabs on patient behavior, risk profiles, and engagement levels allows for more targeted and effective interventions. Say, for example, watching over ‘frequency of medication refills’ and ‘attendance at scheduled follow-up appointments’ allows for the segmentation of patients into high-risk and low-risk categories and hence differing interventions. Personalized Care Pathways: Care plans are designed taking into account a patient’s genetic predispositions, lifestyle choices, medical history, and personal goals. Deep personalization made possible through this approach makes the care plan resonate with the patient, increasing its efficacy.
Why Personalized Engagement Matters for ‘Providers’?
Personalized engagement in healthcare is not just about making patients happier; it’s about smarter, more effective care. Providers are increasingly realizing the power of such engagement. When care is tailored, patients are more likely to follow their treatment plans. This means fewer emergency visits and hospital readmissions, better health outcomes, and reduced costs.
Take Maya’s example. She is a young adult managing asthma. A provider who can equip her with a healthcare app that sends reminders based on her location (pollution levels are high today) and past episodes is going the full haul in personal healthcare engagement. No doubt, the app prompts her to take preventive steps, helping avoid a flare-up. More crucially, for providers, these proactive strategies improve their performance metrics and ensure resources go where they matter most.
It also makes valid sense in the light of today’s value-based care models, where payment depends on patient outcomes and experience. It helps providers stay ahead, build stronger patient relationships, and ensure long-term success.
What Makes Engagement Work Effectively?
Bringing Data Together: The magic starts when different pieces of a patient’s life – EHRs, fitness tracker data, past survey responses are pieced together. It creates a full, up-to-date picture of the patient, like knowing that Pamela’s migraines spike during high-pressure workweeks.Understanding Patient Types: Not every patient is the same. Using AI, providers can group patients by health risks, habits, and preferences. This means Raj, a tech-savvy college student, gets app notifications, while Maria, a senior citizen, receives phone calls from her health coach.Being Present Everywhere: Patients connect in many ways—on phone calls, texts, emails, apps. An omnichannel approach ensures the same care message reaches them in the way they prefer. So, if a follow-up message is sent to Alex via SMS text and to his spouse (with consent given) via email, both stay in the loop.Leading with Empathy: Beyond technology, the human touch matters. When interactions reflect understanding, like checking if a patient has transport before scheduling a lab visit, it builds trust. Learning and Improving: Feedback is key. What worked this month may not work next. By measuring how patients respond, whether they follow through, or how satisfied they are, providers can keep improving their engagement strategies.
The transformative role of AI and Agentic AI
AI is being deployed to address several use cases across the healthcare spectrum.
For example, digital avatars in apps or kiosks can greet patients in a friendly way. Supporting multiple languages, they can aid in collecting basic health details. Analyzing large volumes of real-time data, predictive analytics can help identify patients who might face problems like missing appointments or being readmitted to the hospital. This helps provide the right support via timely intervention.Virtual health assistants can remind patients to take their medicine, answer simple questions, and alert doctors if someone’s condition seems to be getting worse.AI-delivered content can be generated to be age-appropriate. It could be a video for a teen or a brochure for a senior, the message can be delivered in an effective way.
The next wave of AI will involve more semi-autonomous agents that can adapt to varying situations and contexts and take independent decisions when required. The rollout of agentic AI will prove to be a game-changer for healthcare.
Agentic AI systems can go a step further by monitoring patients, adjusting treatment plans as needed, and informing care teams when something urgent comes up. All of this with minimal human supervision. Personalized care will be unshackled from the number of nurses or doctors available.
Challenges and Ethical Considerations
While personalized healthcare has many advantages, it also comes with some important challenges that need addressing.
Keeping patient data safe and private is crucial. Concerns about digital surveillance need attention, while strict rules like HIPAA must be complied with.AI tools used in healthcare must be fair and provide accurate results. Tools trained on limited datasets can pick up biases that may lead to anticipated or detrimental outcomes.Not everyone has access to smartphones, the internet, or knows how to use health apps. This digital divide can leave some patients behind, so if AI is used, the content distribution needs to remain omnichannel and flexible to produce digital and analog or paper-based experiences and result delivery.Change management while adding new personalized tools into hospitals and clinics becomes important. Some systems are old, and some staff may resist change. It takes time, training, and teamwork to make sure everything works smoothly together.
Addressing these challenges is key to making personalized healthcare truly effective and fair for all.
The Future is Personalized
Healthcare’s relentless march towards a more value-driven, patient-centered model is being accelerated with technologies that were not around till now. The advent of these futuristic technologies has not only made new approaches to personalized healthcare possible but has also projected the ability to extend this personalized and proactive healthcare to ever larger segments of the population while exhibiting the same amount of high-quality care. We are closer than ever to realizing Florence Nightingale’s version of empathetic patient-centered healing at scale. Now we have technology that can extend the reach of caretakers beyond traditional sites of care, update providers in real-time and provide feedback, coaching and nudging to patients to promote full participation in their own healthcare, on their own terms.
As healthcare evolves, the real question is this: ‘Are you ready to invest part of the time you participate in social media or digital shopping to embrace a future where you are empowered to stay healthier, heal faster, and live longer for the ones you love?’
About John Squeo
John Squeo is a seasoned healthcare technology executive with over 27 years of experience spanning health systems, interoperability, and cloud technologies. As a Senior Vice President at CitiusTech, he leads business development, account management, sales, and partner channels for the Provider and Healthcare Services market.
Prior to joining CitiusTech, John held pivotal roles including Chief Information Officer and Chief Innovation and Strategy Officer at various health systems. He also served as a Managing Director for Accenture’s health strategy consulting practice.
