Lower Costs, Increase Loyalty, and Understand Patients with Analytics

July 17, 2014 Marijah Adams Cleek

Analytics is the mecca of any customer-centered business, including healthcare. There are mounting expectations for sectors within this industry to expand types and use of technology in order to improve quality of care. It is only when an organization understands how their customers are engaged that they can truly enhance the experience. In turn, outcomes improve, costs reduce, and loyalty increases. Properly applying analytics is the best way to do this.

Healthcare is under immense pressure to catch up to other industries that have been perfecting customer support and analytics for decades.

According to Forrester Analyst, Skip Snow:

Healthcare needs to use data as ‘brilliantly’ as financial and brokerage services has been. Most providers have digitalized so quickly that they don’t know how to ask the right questions of their data – and now they face the “classic story,” as it were, of welding the boat (empowering the art of medicine with the use of information) while floating in the ocean (providing care for the sick).

The Good Analytics

One of the most accessible ways to use data is to track and collect your own. The healthcare industry has a whole new customer base, and there are several good analytics solutions available nowadays.

Regardless of specifically what you are tracking, your analytics should include a hand-full of features to cover your needs:

  1. Customizable account setup is important to ensuring the focus is on just the information you want to see. You should be able to determine what events on which pages you want tracked, i.e. clicks, page views, key events, etc., and how you want to view them within the dashboard.
  2. A/B split testing allows you to track what’s working best by comparing the performance of two versions of the same element. Analyzing both performances to the same experiment simultaneously allows the better working solution to become clear.
  3. Multiple goal and key events metrics are the result of tracking usage and key performance indicators, the heart and soul of analytics. These functions allow you to set a goal for performance and see if it’s being met.
  4. Executive summaries and alerts should be available when you want them. Alerts ought to be customizable by time frame and delivered to your inbox on those days. Summaries should compile all of your information together in one, easy to digest format.

The Proof of the Pudding is in the Eating

One of my favorite quotes about analytics comes from Geoffrey A. Moore, author of Crossing the Chasm: “Without big data analytics, companies are blind and deaf, wandering out onto the Web like deer on a freeway.”

It’s my favorite because it’s proven to be true.

Without analytics, companies would just be taking stabs in the dark at what customers want or need. Adding analytics to the equation takes out a lot of the guesswork and replaces it with quantitative, tangible data.

“With the vast and continuous changes in the healthcare industry, our customers are using analytics to both address immediate issues and to build a baseline so they can begin to examine and respond to consumer’s needs,” says Paul Smith, Chief Strategy Officer for CodeBaby Corporation. “Millions of dollars are at stake, and our customers are taking this very seriously. Another year of data from open enrollment will give them the ability to begin to compare behaviors and make more scientific decisions about their product and marketing direction.”

Going back to cat metrics, we’d like you to participate in our very unscientific poll to prove our point that metrics are valuable tool to measure the popularity of cat videos and that wet cats may just be the most favorite type of cat video. Make your vote here. Thank you!

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