A fixed sequence assumes nothing changes along the way
Campaign automation typically defines a sequence in advance: message one, then message two after a set interval, then message three. That sequence runs the same way regardless of what happens to the person in between, an event that makes message two irrelevant does not change whether message two goes out.
An adaptive journey checks the person's situation at each step
An adaptive journey, by contrast, reevaluates at each step whether the next planned message still fits what is true for the person now, and changes course, skips a step, or ends the journey entirely, if a new signal makes the original plan no longer relevant.
The difference shows up in the exceptions, not the common case
Most of the time, a fixed sequence and an adaptive journey produce the same outreach, because most people's situations do not change mid-sequence. The difference matters in the exceptions, and healthcare produces enough exceptions, a new diagnosis, a resolved concern, a missed appointment, that building only for the common case leaves a meaningful share of people getting outreach that no longer fits them.
HealthVia's dynamic personas, adaptive journeys, and relationship intelligence, explained.
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