Morf Profiles
A Morf profile is a record of a real person that aggregates the references (IDs) to that person across your integrated third party applications, i.e. your sources and destinations of data.
Morf profiles also allow you to store data about a person as properties and see all of the activity associated to that person over time.
You can see a list of all of your profiles in the Morf dashboard by clicking on the people icon in the left side nav. You can also click on the search icon in the bottom left corner to search by name, email, phone or application ID.
See demo below of how to search and view profiles and their associated activity
Application IDs
These are the IDs that reference a person in your integrated third party applications. On any given Morf profile you will be able to see all of their active and past IDs.
Properties
Properties are pieces of data you know about a person—typically information they tell you, like their name, email address, or birthday. You can use properties to personalize your workflows, facilitate conversion analytics, and track their status throughout the patient journey. The Properties tab on a profile shows a complete list of a person’s properties stored in Morf.
Lead vs. patient profile
A lead is a profile with contact information, but no associated record in an EHR. A patient is profile we have created a record in an EHR for or have received data from an EHR for.
Profile activity
On a profile page you can see a timeline of the executions:
as well as the individual actions that have triggered for that person:
FAQ
When does a profile get created?
A profile gets created based on the configuration of each workflow. However, the default behavior is that we create a profile when we receive an event and we are unable to find an existing profile that matches the data on the event.
A lead will normally get created if the source of data is not an EHR and we only have contact information for that profile, a patient will get created if we receive data from an EHR.
A lead will get converted to a patient if we create a record in an EHR for that profile or receive data from an EHR for that profile.
Why does a profile have multiple IDs for the same application?
If your organization is configured to have email and/or phone number as unique, then if multiple contacts get created in your third party tools with the same email and/or phone, those profiles will get merged in Morf if they are both leads or both patients.
Email and phone can be unique for leads and unique for patients. This means there can exist a lead profile with the same email address as a patient profile, but no two lead profiles and no two patient profiles can have the same email. The same would be true for phone numbers too. This is to ensure that leads and patient profiles remain separate until there is some verification that these are the same people and their profiles can be merged.
Example: Someone goes through a signup flow in Formsort with email address test@gmail.com and schedules an appointment in Healthie. 2 months later Morf receives events from this Formsort signup flow where email address is test@gmail.com. We do not want to automatically associate this data with the existing test@gmail.com profile because the email address has not been verified, if we did associate it with the existing patient we could inadvertently overwrite their medical record. Once the email is verified, the profiles can be merged.
How are third party application IDs managed?
Once a third party application ID is associated to a profile, that ID is the source of truth for how to reconcile who that person is in Morf. If we receive data from a third party tool, we will look up the associated profile based on that ID, and if we send data to a third party tool, we will use that ID to determine which profile to update.
Third party application IDs must be unique by profile, i.e. a healthie ID can only be associated to one profile, a hubspot contact ID can only be associated to one profile.