At the 2nd Annual Tea Leaves Health Client Summit, Zak Walsh, Marketing Manager at Beaumont Health touched on a topic relevant to all healthcare marketers – leveraging the data that comes into a system when a patient or prospect visits the organization’s website and voluntarily provides health information. At Tea Leaves Health, we call this interaction a Touch Point – in other words, a data source that’s created when patients or prospects are engaged outside of the point of care. The goal of leveraging this Touch Point data is to not only have access to data points outside of encounter data, but to also focus on lead nurturing and patient loyalty through personalized, targeted campaigns to those lists. Organizations can continue to engage with the individuals on these lists through direct mail and email campaigns, and can reengage patients, convert prospects and grow volume.
Zak provided the audience with some ways to make the most of the Touch Point data coming in to an organization:
- Don’t underestimate the importance of naming
Come up with a consistent naming system for these files. Document where the Touch Point came from and what the source of the data was with a hash code, or inventory system of some sort. Touch Points aren’t useful if you don’t know where they came from or what went into them.
- Success Criteria is everything
Tea Leaves Health’s consumer engagement solution, PatientologyÔ, includes a reporting mechanism called Success Criteria. Success Criteria extends the power and flexibility of service line matching. Where service line matching was previously based on a relatively broad set of underlying clinical codes, Success Criteria are defined at a much more granular level. Success Criteria can be defined including any combination of service lines, clinical codes, facilities, patient types and physician/providers. Patientology also offers clients the ability to enter multiple Success Criteria on a campaign. Having this ability saves clients an immeasurable amount of time when they begin pulling post-campaign results.
Zak also mentioned that it’s so important to have an internal owner of this process, because if you don’t have someone owning the process of setting up the Success Criteria and seeing it through to the point where results are pulled, it won’t get done consistently.
- Don’t forget to tag campaigns
Patientology also offers a tag campaign feature. It enables clients to create a tag and apply it to all of the campaigns run to increase a specific service line’s revenue. Then clients can see an individual report for the tag that adds up the total impact for all of those campaigns. This feature de-dupes prospects, ensuring that no single respondent counts more than once in reporting, allowing for accurate measurement. The client presenter has been using the tagging feature particularly for a Women’s campaign. By tagging everything together, they are provided a plethora of different options to answer questions and slice the data. They are currently utilizing over 85 tags. So, what does this provide them? Answers to questions, such as:
- Do some tactics have a greater return than others?
- Did we reach who we wanted to?
- Are we hitting an audience different from the one we planned to reach?
- How should we employ tactics moving forward?
- Did the audience do what we wanted them to?
All of this information helps inform future strategies. Beaumont Health can use what they learned not only to influence future Women’s campaigns, but also other campaigns in general.
Lastly, Zak shared a couple of opportunities that leveraging Touch Point Files provides:
- You can Include or exclude the individuals on Touch Point lists when developing campaign queries.
- You can follow-up to registrants/attendees, and also track attendees, response, payment, conversion and mix of patients vs. non-patients, so you can justify whether or not to offer the class again.
- You can execute a health risk assessment (HRA) promotion and send a follow-up communication to participants (and so much more).
So, next time you begin to develop a strategy to reach and acquire more patients, be sure to leverage the use of Touch Point data. Think about the data that is coming into the organization, and how you can make the most of that information.
To learn even more about the opportunities that exist when leveraging Touch Point data, contact us.