A snapshot is accurate on the day it is taken
There is nothing wrong with a persona built from a snapshot of someone's plan, history, and stated preferences. The snapshot is a fair description of that moment. The problem is treating it as if it remains a fair description of every moment afterward, when the person's circumstances have kept changing and the persona has not.
The gap between the person and the persona grows quietly
Because a stale persona does not announce that it is stale, the gap between what it says and what is actually true for the person can grow for a long time without being noticed, showing up eventually as outreach that feels out of step with where the person actually is.
A dynamic persona is a process, not a one-time build
Keeping a persona current means treating it as something that updates as new signals arrive, a new diagnosis, a changed preference, a completed action, rather than something built once and referenced indefinitely. That is a different kind of system to build and maintain, and it is the difference between a persona and an actual relationship over time.
HealthVia's dynamic personas, adaptive journeys, and relationship intelligence, explained.
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