3 Data Reporting Tactics the Healthcare Industry Must Adopt
While having more financial “skin in the game” has been a catalyst for healthcare consumerism, it isn’t the only factor to have sparked change. The digital revolution that has driven change in retail, entertainment and financial services industries also influences healthcare.
"Ratings on Facebook tend to correlate with a hospital’s readmission rate — higher ratings equal lower 30-day readmissions and vice versa."
As a result, healthcare consumers want to research products across channels and devices, make healthcare purchases at their convenience and enjoy personalized experiences. To meet these expectations, you need data—and not just from your electronic health record (EHR), clinical and financial systems. Take a look at the retail industry to understand what health data reporting tactics you need to embrace to achieve the data-driven, customer-centric approach your patients demand.
Gain Insights into Healthcare Consumers
A study by Infosys found that 88 percent of healthcare consumers like the idea of physicians using EHRs, but only 56 percent will share personal medical history and 52 percent family medical history. That’s not as odd as you might think. The same study found that 85 percent of consumers say retailers that target shoppers based on personal interests and needs can win their repeat business, but only 26 percent want to share social media profile information that could help retailers personalize their offers better.
Retailers are finding ways to work around this challenge, tapping alternate sources of information. If healthcare consumers aren’t inclined to volunteer information directly to their physicians, hospitals need to follow retailers’ lead and tap into other sources for health data reporting. Here are three approaches that retailers are embracing.
1. Social Listening
In an article about data use in retail, Datanami says, “As a retailer, if you’re not at least listening to social media at this point—let alone actively engaging with them on Instagram or Twitter–then you’re missing out on a slew of free and potentially invaluable information that can help you spot trends.”
That’s the approach that Nordstrom took when it began creating in-store displays tied to its most-pinned products on Pinterest in 2013. The program was piloted at just a few stories, but since then has been expanded to all 117 Nordstrom stores. Bryan Galipeau, Nordstrom social media manager, said, “It’s exciting to see how our online community can affect merchandising decisions in a physical store.”
While Pinterest may not be the social platform for healthcare providers, other social forums show promise. Reporting on a study published by the Journal of General Internal Medicine, Health Leaders Media notes that ratings on Facebook tend to correlate with a hospital’s readmission rate—higher ratings equal lower 30-day readmissions and vice versa—and comments left by patients can offer insights into why a rating is high or low. And that’s the just the tip of the iceberg when it comes to mining social media for healthcare consumer insights.
2. Clickstream Data
Amazon leads the way when it comes to understanding what clicks reveal about customers. Hospitals can gain insights into healthcare consumers in much the same way by analyzing clickstream data. With clickstream data, you have the ability to see how consumers explore your website, what triggers show interest and more. Apps—with their ability to compile similar journey data—also help you understand what consumers need to find out about health issues or want in terms of wellness tips, allowing you to better understand their motivation when seeking you out.
"With clickstream data, you have the ability to see how consumers explore your website, what triggers show interest and more."
3. Health Consumer Research
Just as retailers leverage consumer research to learn more about customers and deliver more personalized, relevant experiences, hospitals can look to outside research to better understand healthcare consumers. When you leverage consumer diagnostic research with psychographic segmentation, for example, you can identify likely audiences for acquisition, loyalty or behavior change initiatives—and develop more targeted, effective campaigns based on their lifestyles and motivating factors.
Of course, retailers don’t have all the answers. The digital revolution continues and as the landscape changes, so do the options that consumers—whether they’re shopping for the latest fall fashions or comparing hospitals in advance of an expected need. Are you on the right path when it comes to finding the best resources for health data reporting that will lead to greater patient engagement?