CRM Best Practices: Predictive Modeling

Facebook LinkedIn Email

01/04/2018 in Blog

This blog is part of the Healthgrades CRM Best Practices series.  For more insight and information about healthcare CRM trends and techniques, make sure to read our blogs on Attribution, Personalization 101, and Personas and Patient Pathways.

Predictive modeling involves assessing aggregated data to determine the likelihood of certain potential outcomes coming to pass. In healthcare, it is generally used to understand what types of attention or services a consumer or patient is likely to need in the future, based on their current state of health, behaviors, and lifestyle factors — such as age, family history, diet, exercise, and how they habitually handle stress. Predictive strategies can also be used to anticipate costs and more effectively manage the health of specific populations.

Among other things, predictive modeling can be used to:

  • Identify at-risk populations. Distinguishing common risk factors — such as medical history, age, and lifestyle habits — gives hospitals a better idea of whom they need to reach in a certain population. Moreover, predictive modeling can identify trends in data that signify changes in risk status - patients whose risk levels are rising, for example.

  • Segment the market with greater accuracy. Predictive modeling can assess risk based on how closely a patient's current state of health resembles the model, which can be used to personalize communication strategies.

  • Establish message urgency. Certain patient needs generate greater urgency. Send correlating, pertinent information when patients seem most responsive and approachable.

  • Select the most effective channels to reach the right individuals. With predictive modeling, keep track of individuals’ propensity for engaging through certain marketing channels.  This will improve your messages odds of success by leveraging the recipient’s preferences.

By integrating predictive modeling into a CRM strategy, you’ll identify opportunities that align with the organization’s goals. Predictive modeling can provide the necessary information to bring in new patients, manage current populations, and increase the loyalty of affiliated parties. By meeting consumers where they are, you’ll demonstrate that the health system is focused on the patients’ care needs and on making the care experience more convenient and positive overall, which helps to ensure those patients will keep choosing the health system’s brand.