Delivering personalized health care experience

Sumeer Basha Peta, serving as the Lead Architect for Martech at CVS Health, has redefined the convergence of healthcare and technology through the innovative use of a Customer Data Platform (CDP), Content Management System (CMS), and personalization strategies. His adept synthesis of these tools has facilitated the delivery of personalized content to millions, establishing a new paradigm for customer engagement. Sumeer's strategic integration of these technologies has resulted in a robust digital ecosystem, driving a data-centric approach that combines consumer behavior with predictive analytics. This versatile Customer Data Platform effectively maps customer identities, producing an identity graph that seamlessly integrates clickstream data, transactional history, and offline behaviors to create a comprehensive customer profile. The platform also offers real-time personalization capabilities, guiding the next best action for the customer on web and mobile apps. Beyond technological innovation, Sumeer has meticulously ensured the segregation of HIPAA-compliant and non-compliant data within the CDP, a vital practice in the healthcare sector.
His deployment of a personalization engine, closely linked to the CMS, provides fluid content updates and experiences customized for distinct user segments. By utilizing the client-side SDK, business users can craft and launch offers directly, circumventing the need for IT intervention for those specific audience segments.
Sumeer’s astute implementation of a headless CMS enables a responsive and streamlined content delivery experience across a multitude of digital channels, allowing business users to modify content rapidly, free from IT limitations. The Digital Asset Management (DAM) strategy he introduced is remarkable for its advanced image management capabilities, promoting efficient tagging, searchability, and archival of digital assets. This approach significantly reduces the time-to-market for new campaigns, ensuring that CVS Health maintains its competitive edge in the dynamic healthcare market.
Furthermore, Sumeer has incorporated cutting-edge Gen AI capabilities into the CMS and CDP, automating the creation of audience segments, content models, images, and content variations. This integration has significantly reduced overall marketing operational costs.