AVIA Nexus: Laying the Foundation for Experience Orchestration

How Leading Health Systems Are Moving from Fragmented Journeys to Connected, Personalized Care

Healthcare leaders have long known what patients want: care that’s timely, coordinated, personalized, and easy to navigate. However, despite substantial investments in digital tools and data platforms, care journeys remain fragmented and frustrating for both patients and staff.

That’s why AVIA launched the Nexus Experience Orchestration Collaborative, a first-of-its-kind initiative that brings together over 30 executives and enterprise leaders from health systems and solution company partners across the country. The goal is to define what it truly takes to deliver connected, proactive, and personalized care at scale.

Why Now: The Case for Experience Orchestration

Patients don’t experience healthcare in silos. However, health systems are still organized in this manner.

• Booking happens in one system
• Messaging in another
• Follow-up is manual
• Patient preferences are lost between platforms and visits

Our cross-system survey revealed the gap between ambition and readiness:

• 75% of health systems are focused on individual touchpoints (like appointment reminders)
• 63% aspire to orchestrate the entire care journey in the next two years
• Yet 50%+ lack a centralized owner for orchestration
• And 25% have not aligned it with the enterprise strategy

Experience orchestration is more than a digital initiative. It’s the behind-the-scenes capability and function that ensures the right action happens for the right person at the right time through the right channel. It enables a health system to stop reacting and start anticipating, taking proactive action on behalf of the patient and their support system.

Key Insights from Phase 1

We’ve developed the foundational strategy, tools, and architectural approach to power orchestration. Key insights emerged:

Governance is the starting line: Even when orchestration aligns with enterprise strategy (as 63% report), it rarely has a centralized accountability. The first barrier to scale isn’t technology, it’s structure.

It’s a connection problem, not a data problem: Health systems have the right tools, CRMs, EHRs, and analytics platforms. However, 91% operate on fragmented platforms, and only 4% report real-time system integration, lacking shared identity, connected workflows, and orchestration logic; even the best data remains idle.

Measurement is the missing link: Most systems rely on lagging metrics, such as satisfaction surveys or completion rates. Leading consumer industries measure effort and continuity, conversion and next-best actions, as well as relationship value and loyalty.

To scale orchestration, healthcare must adopt a more holistic and real-time measurement framework that drives tangible returns on investment.

The Five-Layer Blueprint for Orchestration

To operationalize orchestration, the Nexus collaborative co-developed a five-layer conceptual architecture:

Core Data Inputs: A wide range of inputs, from appointment inventory to social determinants, must be consistently captured, queryable, and shareable. But currently, most systems can only operationalize a fraction of that insight.

Core Systems: The foundational layer, EHR, ERP, CRM, and CDP. Yet real-time orchestration across these platforms is rare; only 4% of health systems have achieved it. Without this, even the most advanced models remain unused.

Data Intelligence: Where raw data turns into insight via segmentation, risk scores, and behavioral nudges. While 61% of systems have built these models, few can activate them across channels:

• • • 33% cite disconnected execution, where models exist but cannot be deployed into workflows.
    • 28% cite insight-to-action gaps, where teams do not know how to operationalize the data they receive.

Orchestration Layer: Where all layers converge through a real-time decision engine that determines the next best action for each patient, in each moment. Yet not a single system surveyed has this fully in place. Still, 80% are exploring or actively building the capability.

Engagement Layer: The visible output of orchestration for both patients and staff. But without aligned upstream systems, it’s where orchestration often breaks down. Today, 57% of health systems still rely heavily on the EHR for engagement, which limits visibility into the journey and makes real-time personalization nearly impossible.

What’s Next

Phase 2 will bring together enterprise architects, IT leaders, data experts, and industry-leading experts to apply this methodology to real-world use cases. Participants will:

• Develop data architecture and interoperability frameworks
• Craft shared identity management strategies
• Define privacy and security governance principles
• Test and refine orchestration requirements with real use cases

Join the Future

The AVIA Nexus Experience Orchestration Collaborative is not just exploring what’s possible; it’s building what’s next. This is where strategy meets structure, and vision becomes reality.

If your health system is ready to move from fragmented digital engagement to orchestrated, connected care, now is the time to act.  Schedule a free 25-minute consultation today.