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Health Data Insights You Need to Improve Patient Outcomes

The big buzzword in marketing these days is customer-centricity. It’s a trend that’s transforming the industry, forcing marketers to look deeper for insights into individual customers’ needs and expectations.

Posted by Brent Walker on Tue, Sep 06, 2016

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The Doctor’s Guide to Concierge Medicine (nearly 400 pages of industry insight plus, over two dozen physician contributions compiled in one book) — On Sale $129.95 (Reg. $189.95)

Sound familiar? Hospitals and other healthcare organizations face a related dilemma: How to connect in meaningful ways with modern healthcare consumers in order to improve patient outcomes. By looking at what works among customer-centric organizations—regardless of the industry and consumers that they serve—you can better understand the types of health data insights you should be collecting about your patients.

Data about What Your Patients Are Doing

As interoperability continues to improve, so too does your ability to share important patient data related to care events to good effect. “With event-based notifications, organizations deliver essential information to the right hands at the right time to support care coordination and patient outcomes,” says Healthcare IT News.

When healthcare providers efficiently coordinate with each other with real-time notifications about changes in patient status, specialist care, ER visits, hospital admissions and discharges, it empowers providers across the continuum of care to improve both care quality and patient outcomes. Real-time, event-based notifications can also prompt best practices for specific situations.

For example, Hancock Regional Hospital in Indiana, one of the 2016 Health and Hospitals Networks “Most Wired” hospitals, uses real-time notifications to prompt medication recommendations when a baby is born prematurely or a when a heart patient is discharged. Healthcare IT News suggests that given the push towards quality, value-based care and incentives—and penalties—around readmission rates, the use of event-based notifications offers the potential of financial advantages as well.


After a seven month pilot, 85 percent of patients have responded to these communications and readmissions for this surgery have been reduced to zero.


In another example, PatientBond is a platform for automating patient communications (emails, texts, Interactive Voice Response) that also messages providers in real time if there are any patient issues to address. PatientBond is currently working with a prestigious New England hospital system to reduce readmissions following a form of spine surgery. The platform sends patients two waves of pre-surgery prep education and seven waves of post-discharge education with patient response mechanisms built in. Patients are asked to respond to short surveys with questions designed to monitor their recovery — e.g., “Are you feeling pain today?” If a patient answers in a way that indicated he or she is not recovering well, an email and text is immediately sent to a nurse for follow-up.

After a seven month pilot, 85 percent of patients have responded to these communications and readmissions for this surgery have been reduced to zero.

#26) CLICK TO ENLARGE

MOBILE HEALTH – CLICK TO ENLARGE

Data about How Your Patients Prefer to Communicate

Customer-centric brands that win favor with consumers allow them to set their own preferences. For example, Amazon has a Communications Preferences Center where customers can come—whenever they want—to specify whether they want to receive promotional emails and indicate which specific shopping departments are of interest. This ensures that the communications stay relevant rather than annoying.

In fact, CMO.com notes that modern brands are 62 percent more likely to offer preference-setting to customers than just three years ago, indicating how much the customer-centric approach has grown. Healthcare providers can give engagement a boost by adjusting how they communicate with patients based on specific preferences—whether through patient portals, by phone or via secure email or text messaging.

And this isn’t just related to direct communications between providers and patients. You need health data insights about trusted sources for gathering information about a range of issues, including symptoms, diagnoses, individual medical professionals or hospitals. Is one patient more likely to look on social media for recommendations for a doctor while another one goes directly to a hospital website? Does a patient Google symptoms or use an app like WebMD?

Data about What Motivates Your Patients

Inspiring actions demands insights into what motivates individuals. In the customer-centric marketing world, these insights can be tied to data about distinct moments. “We turn to our phones with intent and expect brands to deliver immediate answers. It’s in these I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments that decisions are made and preferences are shaped,” says ThinkWithGoogle.


By understanding what makes patients tick, you gain the health data insights needed to craft strategies that resonate with patients more effectively.


In the healthcare arena, healthcare consumers bring deeply-held beliefs about health and wellness that color their expectations and engagement. By understanding what makes patients tick, you gain the health data insights needed to craft strategies that resonate with patients more effectively. This approach is paying dividends for TriHealth Corporate Health in Cincinnati, as we mentioned in a previous blog.

cropped-collective-header1.jpgAchieving the Right Combination of Health Data Insights

Hospitals and other healthcare providers already have some data in electronic health records (EHRs), clinical or financial systems. Health Information Exchanges (HIEs) also offer critical data. For internal event-based notifications, that’s exactly what you need—along with rules and processes that ensure the notification system complements your workflow and sends alerts on a schedule that informs, rather than inundates, medical staff.

But you also need data from outside sources to better understand your patients. Consumer diagnostic data, coupled with psychographic segmentation, helps you classify healthcare consumers based on their motivations and preferences so that you can customize communications—both messages and delivery channels—to enhance patient engagement and improve health outcomes. What’s missing from your current health data insights?

Written by: Brent Walker

As Chief Marketing Officer, Brent’s primary responsibilities include leading marketing strategy and execution for c2b solutions, development of c2b solutions’ proprietary consumer segmentation model and insights products, research on healthcare consumers’ motivations and behaviors, and providing marketing guidance to c2b solutions clients.

SOURCE: https://insights.c2bsolutions.com/blog/health-data-insights-you-need-to-improve-patient-outcomes?utm_campaign=Q3%202016%20Campaign&utm_content=39317909&utm_medium=social&utm_source=linkedin

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Categorised in: Business, Direct Care Doctors, DPC News

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