Gain Market Insights with Data

The new age of data delivers a fresh opportunity for healthcare marketers.

No longer hampered by a lack of data, the challenge now is to obtain and use the right data effectively. 

Danah Boyd, Ph.D., principal researcher at Microsoft Research, often speaks about the power and pitfalls of data. She suggests verifying data sources and anything that might skew the data before drawing any conclusions. Having a clear sense of what data is indicating is more important than how much data is available.

Think about a common healthcare scenario from a data perspective – how to build the right patient volume for a service line. Consider a cardiac services program that faces increased competition and an erosion of market share.                                           

Obstacles for such a campaign may include:

1. No measure of program effectiveness in patient experience, quality and service
2. Mixed group of employed and independent providers splitting referrals or procedure locations.
3. Increase in service volume not keeping up with population growth.

The goal of this campaign might be to increase market share and attract the right payor mix. Many would approach this challenge by collecting relevant data to focus efforts, reach the right audience and position the cardiac program in a way that resonates with consumers. Follow Dr. Boyd’s advice and take time to analyze the relevant data for the clearest insights into the market.

Start by gathering important data. This list includes some non-traditional data sources.

• Mystery shopping data from the service line
• Call Center and website statistics
• Volume by procedure and physician
• Current penetration into demographic segments
• Top referring physicians – independent and employed
• HCAHPS scores
• Verification of physician and facilities capacity
• Market share of  programs for a three-year period
• Competitive intelligence
• Priority consumer preferences

Once the data is gathered, market dynamics will start to emerge.

The next step is to assess resources.  With advances in digital marketing tools, targeting effort is easier and more precise than ever before. Here are some things to consider as you assess those resources.

1. Customer Relationship Management System: Take a look at current CRM systems and assess their:

• Overall capabilities
• Integration with financial systems to capture down-stream revenue
• Demographic targeting capabilities
• Patient tracking functionality
• Capacity to communicate with targeted customers over an extended period of time

2. Advertising Campaign Plan: Work with a creative service team to discuss the goals of the campaign and potential strategies.

• Determine the mix of media – mass and/or digital.
• Target online advertising that matches your message with goals.

3. Call Center: Ensure the team is informed and consider using them as a feedback loop for more information.

•  The team should have mechanisms to report issues with scheduling or patient feedback.
• Integrate the website with the call center so access is seamless for patients, and appointment setting is trackable.

4. Website: Incorporate web assets into the consumer experience.

• Create a discreet landing page for calls-to-action for better trackability.
• Post clear, compelling copy on the landing page, with contact and scheduling information “front and center.” Consider testing multiple messages to see what works best.

This understanding of resources will help to identify strengths and gaps that will aid in planning and executing an effective marketing campaign.

With good data and knowledge of resources, it’s time to communicate to stakeholders. Take the story to internal sponsors for feedback, walking them through a draft readiness-to-market plan.

Partner with those who can help you most.

Finding the right vendor partner to help manage data and execute strategy is key. Healthcare-specific CRM organizations, like Healthgrades, are reimagining how data can be collected, aggregated, stored and utilized for planning, marketing and reporting.

When considering CRM partners, ask about open data integration. This capability allows for real-time, bi-directional conversations that drive engagement, resulting in higher conversion rates and a healthier bottom line. A good CRM partner will help you assess each data source to determine its relevance to strategy and the frequency in which it should be used.

Final Insight

The new age of healthcare marketing utilizes data along the entire process. From identifying and understanding opportunity through strategy development and execution, data should be used to guide a marketing department to the best outcomes.  This can be a daunting process if you don’t have the proper skill set and resources. Start by assessing data and internal resources. Then, partner with an experienced, healthcare-specific CRM organization that will help execute strategy without adding headcount. Working with the right data will help you gain valuable insights for better marketing outcomes.