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A Once Ignored Data Point Drives New Patient Acquisition

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Erik Helton
Erik Helton

Baptist Health conducted health risk assessments (HRAs) that identified over 8,000 patients between 2016-2018 who indicated they did not have a primary care provider (PCP). This represented a previously overlooked opportunity. In a 2019 pilot, Baptist Health contacted HRA users without a PCP and scheduled appointments for 6% of them. The key takeaways are to look beyond typical metrics for overlooked opportunities, make data points actionable to organizational initiatives, and expand analyses.

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A Once Ignored Data Point Drives New Patient Acquisition Erik Helton, Manager of Digital Optimization, Baptist Health
Agenda Quickly About Baptist Health The Lost Opportunity The Opportunity Key Take-Aways
Baptist Health Baptist Health BaptistHealth.com is headquartered in Louisville, Kentucky Eight Hospital System, with locations across the state of Kentucky and Southern Indiana We have more than 300 points of care including outpatient facilities which offer Urgent Care, Occupational Medicine, Physical Therapy and Diagnostics
The Lost Opportunity Whos Familiar with Health Risk Assessments or HRAs?
The Lost Opportunity Users will provide demographic, health history and family history information in order to determine risk level.
The Lost Opportunity In 2018 We decided to do an HRA Road Show. We wanted to communicate the previous years success and get additional buy in from hospital leadership. Typical Metrics: Starts Completions Completion Rate Risk Level by HRA Downstream Revenue
The Lost Opportunity As we were pulling historical data, we noticed something
The Lost Opportunity
The Lost Opportunity 8,090The number of users that completed an HRA, between 2016 -2018 that indicated that they do not have a Primary Care Provider
The Lost Opportunity 20%The percentage of users that completed an HRA, between 2016 -2018 that indicated that they do not have a Primary Care Provider
The Opportunity 3,050The number of users that completed an HRA, between January 1 - June 30, 2019 that indicated that they do not have a Primary Care Provider 2018= 3,207
The Opportunity After identifying the opportunity we communicated it to our AVP of Digital Engagement and used the Road Show as a way to communicate The Lost Opportunity. Worked with our Patient Connect Hub to outbound call any users that completed the HRA and marked that they do not have a PCP. We piloted this in our East Region (three hospitals) earlier this year and we will have completed the rollout to all regions by the time we present today.
The Opportunity 6%The percentage of the users that did not have a PCP we called and completed an appointment in our test market.
Three Key Take-Aways 1. Expand. Do not just report on the traditional metrics, because you always have. 2. Look for the data point that has always been ignored which will bring you opportunity in the future. 3. Make sure the data point is relevant to what your system or hospital initiatives are focused on.
Questions? Please be sure to complete the session evaluation on the mobile app!
Speaker Biography Erik Helton, Manager of Digital Optimization Baptist Health erik.helton@bhsi.com About: Coffee, Cycling and Digital Marketing Dog Dad to Wrigley

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A Once Ignored Data Point Drives New Patient Acquisition

  • 1. A Once Ignored Data Point Drives New Patient Acquisition Erik Helton, Manager of Digital Optimization, Baptist Health
  • 2. Agenda Quickly About Baptist Health The Lost Opportunity The Opportunity Key Take-Aways
  • 3. Baptist Health Baptist Health BaptistHealth.com is headquartered in Louisville, Kentucky Eight Hospital System, with locations across the state of Kentucky and Southern Indiana We have more than 300 points of care including outpatient facilities which offer Urgent Care, Occupational Medicine, Physical Therapy and Diagnostics
  • 4. The Lost Opportunity Whos Familiar with Health Risk Assessments or HRAs?
  • 5. The Lost Opportunity Users will provide demographic, health history and family history information in order to determine risk level.
  • 6. The Lost Opportunity In 2018 We decided to do an HRA Road Show. We wanted to communicate the previous years success and get additional buy in from hospital leadership. Typical Metrics: Starts Completions Completion Rate Risk Level by HRA Downstream Revenue
  • 7. The Lost Opportunity As we were pulling historical data, we noticed something
  • 9. The Lost Opportunity 8,090The number of users that completed an HRA, between 2016 -2018 that indicated that they do not have a Primary Care Provider
  • 10. The Lost Opportunity 20%The percentage of users that completed an HRA, between 2016 -2018 that indicated that they do not have a Primary Care Provider
  • 11. The Opportunity 3,050The number of users that completed an HRA, between January 1 - June 30, 2019 that indicated that they do not have a Primary Care Provider 2018= 3,207
  • 12. The Opportunity After identifying the opportunity we communicated it to our AVP of Digital Engagement and used the Road Show as a way to communicate The Lost Opportunity. Worked with our Patient Connect Hub to outbound call any users that completed the HRA and marked that they do not have a PCP. We piloted this in our East Region (three hospitals) earlier this year and we will have completed the rollout to all regions by the time we present today.
  • 13. The Opportunity 6%The percentage of the users that did not have a PCP we called and completed an appointment in our test market.
  • 14. Three Key Take-Aways 1. Expand. Do not just report on the traditional metrics, because you always have. 2. Look for the data point that has always been ignored which will bring you opportunity in the future. 3. Make sure the data point is relevant to what your system or hospital initiatives are focused on.
  • 15. Questions? Please be sure to complete the session evaluation on the mobile app!
  • 16. Speaker Biography Erik Helton, Manager of Digital Optimization Baptist Health erik.helton@bhsi.com About: Coffee, Cycling and Digital Marketing Dog Dad to Wrigley