Decision Point Healthcare Solutions CEO and founder Saeed Aminzadeh recently spoke at the Medicare Marketing Innovations conference in San Diego. Saeed addressed the audience of health plan marketing professionals on how they can take advantage of existing consumer data to enhance their knowledge of plan members and subsequently do a better job in segmenting and communicating with members.
We took a few minutes to speak with Saeed and asked him to explain how this works.
Why would health plans want to augment their existing member data with outside data stores?
Most plans already have comprehensive information on each of their members’ disease history and healthcare utilization profiles, as can be found from data sources such as medical claims, pharmacy claims, eligibility data and lab results data. This information powers the analytics engines that drive most population health management programs.
However, it is possible to augment that data with third-party consumer data that will reveal even more about each member’s behavior. This alternative data might include information on a member’s buying patterns, household size, interests, income and lifestyle. When these additional data sources are integrated with existing plan member-level data, it not only helps provide more accurate predictions on a member’s behavior, but it further helps identify a member’s barriers to engagement as well as provide clues as to a member’s potential motivations.
With bigger data pools, plans can make recommendations to promote behavior change by targeting members that are at higher risk to exhibit undesirable behavior and craft language that specifically addresses their barriers and motivations. This type of approach enables a plan to control the intensity and timing of the outreach based on a member’s predicted behavior (including selecting the most effective and efficient channel) and tailor the communications using the identified barriers/motivations to achieve the desired outcomes.
How can healthcare executives locate additional consumer data on their members?
Companies like Acxiom, KBM Group and Neustar specialize in collecting and selling consumer data. It’s easy enough to locate the data and buy it. But before a plan goes to the trouble and expense of buying third-party data, they may want to check in with their marketing department as they have likely already acquired it for member marketing purposes. Also, this type of data is not available for all members so it’s important to determine what percentage of members this data is available for.
At Decision Point, we’ve worked with a number of plans who had decided to enrich their existing member data with consumer data. In most cases, they already had the information. They just did not know it was there.
How does this data get integrated with the existing member data?
Without the proper tools and resources, integrating third-party data with plan data can be tricky. Most often it’s easier to let your engagement analytics provider do the job for you. Here at Decision Point, we make dealing with third-party data simple by onboarding the data, segmenting it, then delivering appropriate messages to each individual.
This is a seamless process for the plans. They have full input in the methodology and process, and they also see are the results.
How can consumer data help plans better understand member motivation?
Engaging unengaged, (potentially) healthier members with the healthcare system is difficult. Classic health plan data provides few clues on what will engage an unengaged member since these members rarely go to their doctor and rarely call into the health plan call center. This makes the data on these members very sparse. Consumer data fills some of these gaps by describing members’ interests, household and financial position. Decision Point further uses the combination of consumer and health plan data to segment members and create communications that are more personal and on-target with the member’s barriers, therefore providing the plan with a greater chance of engaging these members
In short, consumer data is another useful tool to help understand member behavior and can be used to help provide insights into members through predicted behavior, segmentation and targeted messaging. Results of the outreaches can be tracked over time, which consequently helps further fine tune the overall engagement analytics process.