Industry Deep Dive: Personalization at Scale in Financial Services and Healthcare
In today’s digital-first world, organizations in highly regulated sectors like financial services and healthcare face a unique challenge: how to deliver deeply personalized customer experiences at scale while maintaining the highest standards of privacy, compliance, and security. Publicis Sapient, in partnership with Adobe and Epsilon, is at the forefront of enabling this transformation—empowering institutions to unify customer data, activate intelligent engagement, and drive measurable business outcomes, all within the boundaries of strict regulatory frameworks.
The Personalization Imperative in Regulated Industries
Consumers now expect seamless, relevant, and timely interactions across every touchpoint—whether they’re managing their finances or navigating their healthcare journey. For banks, insurers, asset managers, and healthcare providers, the ability to deliver these experiences is no longer a differentiator; it’s a necessity. Yet, these industries must also contend with complex legacy systems, fragmented data, and stringent regulations such as GDPR, HIPAA, and other global privacy mandates.
Key Challenges:
- Data Privacy and Compliance: Ensuring all customer data is handled in accordance with evolving regulations, with robust consent management and auditability.
- Legacy System Integration: Modernizing and connecting disparate systems to create a unified, actionable view of the customer.
- Scalability: Delivering 1:1 personalization across millions of customers, each with unique needs and preferences.
The Power of Unified Customer Profiles
At the heart of effective personalization is the ability to create a single, enterprise-wide view of each customer. Publicis Sapient, leveraging Adobe Experience Platform and Epsilon’s CORE ID, enables organizations to connect online and offline data, enrich first-party information, and build privacy-compliant profiles in real time. This unified approach is foundational for:
- 360° Customer Insights: Integrating behavioral, transactional, and engagement data to understand each individual’s journey.
- Personalized Activation: Orchestrating targeted, cross-channel experiences that are relevant, timely, and compliant.
- Intelligent Decisioning: Using AI and machine learning to optimize audience segmentation, predict intent, and deliver next-best actions.
Intelligent Activation: From Data to Measurable Outcomes
Publicis Sapient’s approach goes beyond data unification. By integrating Epsilon’s industry-leading identity resolution (CORE ID) with Adobe’s real-time customer profiles, organizations can:
- Recognize and reach more customers across every channel, even as third-party cookies disappear.
- Enrich profiles with intent signals and behavioral insights, optimizing segmentation and campaign performance.
- Activate audiences in real time, delivering personalized messaging and offers that drive engagement, conversion, and loyalty.
Case Study: Modernizing Customer Experience in Financial Services
A leading investment firm partnered with Publicis Sapient to overhaul its digital presence. By migrating to Adobe Experience Cloud and implementing a unified analytics framework, the firm was able to:
- Consolidate disparate legacy systems into a secure, cloud-based platform.
- Enable targeted, personalized messaging using Adobe Target and Analytics.
- Achieve a unified, scalable foundation for future personalization initiatives—supporting both compliance and rapid innovation.
Case Study: Accelerating Digital Transformation for Asset Management
A global asset management company faced massive inconsistencies across 90+ websites. Publicis Sapient standardized their digital infrastructure using Adobe Experience Manager, delivering:
- A playbook and reusable components for rapid, compliant website rollouts.
- An 89% reduction in time to launch new sites, with improved brand consistency and cost savings.
- The ability to scale personalized experiences globally, while maintaining regulatory alignment.
AI and Machine Learning: Optimizing Segmentation and Decisioning
AI and machine learning are critical enablers of personalization at scale, especially in regulated industries where precision and compliance are paramount. Publicis Sapient’s proprietary platforms and accelerators—such as Synapse for data lineage and Sapient Slingshot for AI-driven MarTech migration—help organizations:
- Automate audience segmentation based on real-time behaviors and predictive analytics.
- Optimize decisioning for next-best actions, offers, and content, tailored to each customer’s context.
- Continuously refine strategies through test-and-learn frameworks, driving ongoing improvement and measurable ROI.
Privacy-First, Future-Proof Solutions
With the deprecation of third-party cookies and the rise of privacy-first marketing, first-party data strategies are more important than ever. Publicis Sapient, Adobe, and Epsilon empower organizations to:
- Centralize consent management and support data subject rights.
- Collaborate securely with partners using solutions like Unified Audience Accelerator, enabling data enrichment and activation without exposing raw customer information.
- Maintain compliance with global regulations, building trust and loyalty with every interaction.
Why Publicis Sapient?
As a recognized leader in digital business transformation, Publicis Sapient brings together deep industry expertise, proven technology partnerships, and a holistic, outcome-driven methodology. Our SPEED capabilities—Strategy, Product, Experience, Engineering, and Data & AI—enable us to:
- Accelerate legacy modernization and integration with cloud-native platforms.
- Deliver end-to-end support from strategy through execution, ensuring measurable business impact.
- Empower clients to innovate while maintaining the highest standards of privacy, security, and compliance.
Ready to Transform?
The future of financial services and healthcare is personalized, data-driven, and privacy-first. With Publicis Sapient, Adobe, and Epsilon, your organization can unlock the full potential of unified customer profiles, intelligent activation, and AI-powered decisioning—delivering experiences that drive growth, loyalty, and trust at scale.
Connect with Publicis Sapient today to start your journey toward compliant, scalable personalization in financial services and healthcare.