Doug Adams - National Director, Business Applications, US Health and Life Sciences
There are two critical objectives that every healthcare organization must meet to be successful. The primary objective, of course, is to create exceptional patient experiences and the other is to attract new patients. Both objectives contribute to the larger mission of keeping people healthy.
As the industry shifts toward value-based care, the best way to stand out from the competition is to effectively address individual health needs and find new ways to communicate with patients. Providers work tirelessly to personalize their messaging and focus on demonstrating real value. But achieving these goals is no easy task.
In the mobile era, where consumers are constantly bombarded by information and choices, it’s hard to break through the noise. In today’s competitive landscape, providers and their marketing teams must be able to reach and relate to their patients in more personal and relevant ways.
Thankfully, the data organizations need to effectively engage patients is available in their hospital’s electronic health system of record (EHR). The Microsoft Dynamics 365 Healthcare Accelerator is the key to unlocking and harnessing that data. Through it and the Microsoft Cloud, health organizations can augment their systems of record with systems of engagement.
Leverage your EHR data to personalize patient care
Historically, EHR data has been inaccessible outside of its own ecosystem. But with the Healthcare Accelerator, providers can not only access that data, they can also harness it across the entire Microsoft Cloud to drastically improve the way they deliver patient care.
1. Personalize your outreach
To build strong relationships with patients, you need to provide them with meaningful connections through personalized messaging and interactions. When your data is united through a common data model, you can better understand what matters to your patients—and then use segmentation to tailor your outreach accordingly.
All too often, providers lack the EHR data needed to ensure their campaigns are reaching the right patient at the right time. For instance, without connected data, you may reach out to a patient to remind them to get their yearly physical right after they just had one. This can alienate an existing patient.
Addressing privacy concerns: As marketers within healthcare organizations, it’s important to use partners that take patient privacy seriously. The Microsoft Cloud provides outstanding security, privacy and control, compliance, and transparency. The Healthcare Accelerator is fully compliant with industry standards, including GDPR, HIPAA, and HITRUST. Visit the Microsoft Trust Center for more information.
2. Improve patient experiences
With unified data, you can use artificial intelligence to monitor patients and better predict their needs. You can also empower patients with self-service portals that collect useful data and allow for access to that data anytime, anywhere. And it doesn’t stop there.
Connected data also enables better collaboration amongst caregivers, which results in more personalized care. Once your data is connected, you can provide a superior level of service that builds patient loyalty because that data is now accessible and actionable throughout the Microsoft Cloud. You can also address population needs by listening to social channels to understand their perceptions of your brand and react to unique health trends.
3. Find better ways to reach your community
To fully understand the patient journey, you need the 360-degree view that only unified data can provide. With that view, you can accurately identify what channels are best for engagements, and provide access to your services from the places where your target patients spend their time (e.g., smart phones, tablets, and laptops). You can use the information you gain to optimize your multi-channel marketing tactics. And you can use the Microsoft Cloud to track prospective patients through their journey, and more accurately measure the success of your campaigns.
For example, if you ran a campaign directed at your diabetic population and it resonated with 50-75-year-olds, but not 35-50-year-olds, the Microsoft workflow engine can quickly segment out the younger population and place them in a more appropriate campaign.
4. Gain faster insights
When data is connected and easily accessible, you can analyze it more effectively and apply artificial intelligence more efficiently. With the right systems in place, you can zero in on the information you need to understand your community—and promptly address their specific health needs.
Often potential patients are doing their research before they contact you or hit your radar. Turn the unknown potential patient into the known by merging third-party purchased data with your own data to reach the right patient at the right time.
Learn more about the Dynamics 365 Healthcare Accelerator
The Microsoft Dynamics 365 Healthcare Accelerator enables the interoperability of your systems and applications that can help you better understand the patient journey, enhance your brand image, and prove your marketing ROI.
Download our new eBook to learn more about the Healthcare Accelerator and how to unlock interoperability to help reduce costs, increase revenue, and manage risk to improve patient outcomes dramatically.