Episode 108 // Jun 17, 2021

Podcast — 3 examples of data-driven health system marketing

Featuring Ben Fuqua, ReviveHealth's SVP of Analytics

Resources

Takeaways

Using data to better understand our audiences 

  • Last week we discussed the use of ethnographies to better understand our audiences by experiencing their lifestyles. In this episode, we expand on that topic sharing how data can supplement ethnographic research. 
  • When working with Community Health Innovations (CHI), we used data to scale the findings from our ethnographic research to encompass the community rather than the select households interviewed.  
  • We pooled the data from the full county to identify who might be susceptible to diabetes by comparing it to SDoH characteristics defined by the National Institute of Health. The ethnographies were applied to this data to make channel and messaging decisions. 

Using data to identify and understand opportunities for growth 

  • One of our health system clients wanted to know the viability of expanding into a new market in Manhattan by acquiring a physician practice.  
  • To understand the viability of this acquisition, they needed visibility into ROI potential, the practice’s current patients, where the patients come from, and how willing they are to travel to a new location.  
  • To clarify these unknowns and define market potential, we analyzed survey results, patient data, claims data, and consumer demographic data.

Using data to better target our marketing efforts 

  • Another health system client is continuing its path towards aggressive growth and expansion, emphasizing the need to understand the nuances of consumers across markets. 
  • ReviveHealth provided detailed market research focused on analyzing demographics, health behaviors, media preferences, and competitive insights for each new location. 
  • We were able to answer questions such as “where is the concentration of growing families?” “How can we best reach them?” “Which competition is close by?”  
  • Armed with data, the marketing team was able to position itself as a proactive strategic partner to the organization and provide marketing strategies to support growth. 

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