Personalized Care Core of Rite-Aid-Adobe Partnership

Drugstore chain Rite Aid has partnered with Adobe to better personalize health and wellness experiences for its customers.

The partnership with Adobe Experience Cloud will provide Rite Aid with real-time personalization, deep customer journey analytics, content management, and advertising capabilities to enhance the company’s digital solutions and marketing. Rite Aid will also work with Adobe to deploy its commerce capabilities in Adobe Experience Cloud and leverage a team of Adobe industry specialists, who will provide strategic guidance and operational support throughout the partnership.

“This is a strategic move for Rite Aid,” says Jack Brock, senior vice president and chief technology officer, NTT DATA - Healthcare & Life Sciences, a division of NTT DATA Corporation, global business and IT services provider, headquartered in Plano, Texas.

 “With this Adobe partnership, the chain is focusing on staying competitive in a very dynamic marketplace. A move like this will no doubt help enhance their consumer experience. This type of partnership encompasses several streams of consumerism, from personalized promotional offerings to prescription reminders that connect patients with their pharmacist and their provider. Consumers are consistently demanding more value, including greater convenience, lower costs, and increased personalization. This partnership may help tie both together into one seamless solution.”

At its core, digital health can enable an improved consumer experience and more personalized care, according to Brock, who says that it appears this partnership is providing multiple new options to improve consumer experience from the provider to pharmacy fulfillment and the shopping experience-and this encompasses a variety of opportunities for retailers like Rite Aid.

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“With a partnership like this, retailers are able to keep costs low by utilizing cloud platforms, while capturing valuable data and gaining insights into consumer habits,” he says.

Healthcare executives need to evaluate how digital consumerism can advance their business and brand, according to Brock.

“There is both fierce and growing competition in healthcare that is squarely focused on new technology and non-traditional entrances in the market,” he says. “The companies that can adapt quickly and leverage new technologies to bring value to their consumers will win in the market.”