Topic: Three Ways To Leverage Predictive Analytics In Healthcare Marketing

Healthcare consumers have the world at their fingertips as they make medical decisions. They do their research, educate themselves and take charge of their decision-making in ways that weren’t possible before online search became the go-to for knowledge acquisition. And as they search online, whether they know it or not, their data is being collected.

Every search initiated and every click made impacts future experience. Online consumers want search results to be fully on point with what they’re looking for, and that’s possible thanks to massive banks of data and the algorithms that interpret that data.

Predictive analytics tools detect patterns in the data that uncover surprisingly accurate pictures of consumers and what they need. The information is collected continuously. Until recently, only large hospital marketing teams had access to healthcare predictive analytics due to the high cost and complexity of using the data.

Today, however, cutting-edge technologies provided by companies like mine make it possible for practices and hospitals of any size to use predictive data in their marketing efforts. That means you can tap into that big data to identify the patients you want, target them in critical moments and optimize your marketing spend. By doing so, you can also improve the experience for healthcare consumers.

Identify the patients you want.

Consumers searching for healthcare online leave a well-marked trail, which predictive analytics tools can uncover. Individuals may look for information on specific health concerns or search for products related to their condition. They may have an order history of medication commonly used to treat pain associated with the condition or play a sport that frequently results in that type of injury. These and other markers point you to individuals at high risk for specific medical conditions.

Risk for specific conditions is not the only factor you should consider when identifying potential patients, however. Reimbursements vary dramatically between private insurance carriers, and Medicare and self-pay patients need to be considered as well. The data can be filtered to identify those who carry the type of insurance that is the best fit for your practice.

By using predictive analytics tools, you can pinpoint individuals at risk for specific medical conditions and find geographic areas with high concentrations of people at risk. You can also identify the financial profile that will most benefit your practice and target these potential patients with your marketing efforts.

Topic Discussed: Three Ways To Leverage Predictive Analytics In Healthcare Marketing

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