05/02/2019 in Blog
Last week many Healthgrades employees and clients came together for the annual HealthShare Symposium to discuss trends and successes in healthcare. The key theme of the event involved embracing healthcare’s rapidly evolving technology environment, one that’s closer than ever to recreating engaging and inspiring healthcare consumer experiences, similar to other vertical stars like Amazon and Spotify.
A big part of what’s driving this change is the emergence of a new category of technology solutions, customer data platforms. But, as with any new technology, you might find your organization has many more questions than answers as you look to explore use cases and value.
How does it work?
Data has exponentially increased the potential for how you can help guide someone along the path to care and recovery. A/B testing, personalized imagery, and highly targeted campaign groups and messaging already allow us to better reach and engage today’s patients and consumers. Unfortunately, that’s only a small piece of what it takes to create value.
Think about the data created from all those people visiting your website who haven’t yet filled out a form or otherwise identified themselves. Or how can we use what we know about our current patients to help them take better care of their health after a procedure or while managing a complex condition? What about data on other highly influential outside factors like social determinants of health, personal attitudes and education about healthcare, or past behaviors online or in our hospitals that we haven’t previously had a great place to store or manage?
Here’s where a CDP, custom built for healthcare, can really shine.
Why CDP? Why now?
Without access to all this data in one persistent, centralized location, we can’t fix our consumers’ experience problem. They receive disconnected communication across channels and don’t feel fully understood or receive the personalized experiences they’ve come to expect in today’s digital world. This is because the information needed to build these experiences is currently fragmented across the enterprise.
Much of what influences a consumer’s healthcare choices can be directly linked back to their social determinants data. Will they show up for that appointment or defer the visit, resulting in a higher risk later? Will they understand and be able to adhere to the treatment plan post-discharge? With more detailed information about a specific consumer all in one place, you can reach a one-to-one level of personalized experience that can help educate the consumer about the best choices for the outcome they would like to achieve. You can also intercept and offer better alternatives for care ‒ what if the reason the consumer won’t show up for appointments is that they don’t have a ride? With information about a consumer’s mobility, the call center could perform outreach and arrange a ride service for them. The more consistent a view of the consumer you have across your departments, affiliated physician groups, and digital channels, the better prediction of the next best recommendation for the consumer in achieving their ultimate health outcome.
When you can build a consistent, cross-channel experience, you can also more easily create loyalty. And that loyalty is key to getting a person to actually listen to what your healthcare organization has to say. When you can influence consumer behavior both for your new patient acquisition goals and your population health goals, you begin to truly impact metrics for your healthcare business.
A platform like a CDP is only as valuable as the ecosystems it powers. CDPs make connecting these marketing, population health, patient experience, financial, operational, and other applications much simpler.
Then, because it’s healthcare-specific, the Healthgrades CDP can combine deep learning models in real time across all social determinants and behavioral data to send insights to other systems, allowing health systems to extend beyond traditional use cases and address across the entire enterprise, and ultimately spanning the entirety of consumer experience.
Once all of the data comes in from various places within your health system, the information builds a 360-degree consumer profile in the center of the system. This is the heart of a CDP: the customer profile. It’s right there in the name.