Whitepaper #1 the_datamineinc_precision_targeting
Precision targeting is important for companies to understand consumer behavior and patient compliance. Historical claims data from 2001 helped healthcare companies pursue optimal targeting strategies by providing unidentified and HIPAA-compliant patient medical information. This data allowed medical device companies to forecast supply and demand needs, oncology outcomes to be tracked longitudinally, and pharmaceutical companies to assess optimal targeting practices beyond facility data. Physicians could also be tiered based on parameters like being early adopters, spreaders of information, or focusing on medication stability, in order to achieve more precision in targeting. As trends toward accuracy and precision continue with regulations like the Affordable Care Act, opportunities exist to utilize "Big Data" and "Non-Personal Promotion."
Whitepaper #1 the_datamineinc_precision_targeting
- 1. White Paper #1: Precision Targeting In this day and age, the consumer is royalty and companies need behavioral insights about their consumption. The same challenges apply in tracking patient compliance on medication or understanding shoppers trial and repeat grocery habits. Think of your POS data, think of your e-commerce transactions captured in Google Analytics and Adobes SiteCatalyst. Consider retargeting your consumer audiences leaving their merchandise in the shopping carts, without ever checking out. Growing up in healthcare analytics, I was lucky enough to be on the forefront of patient claims data usage, back in 2001. Introducing unidentified, HIPAA-compliant patients medical and hospital claims data to healthcare companies to help them pursue optimal precision targeting strategies opened many doors. Just a few examples from an exhaustive list of applications: Medical device companies creating one off and just-in-time surgical implants could more comfortably forecast their future supply and demand needs based on historical device implant patterns of their key surgeon base Oncology outcomes data could be tracked, not only through clinical encounters and self-reported instruments, but also through claim captures, showing the progression of disease, therapy and management longitudinally And purely commercially, pharmaceutical companies selling injectables could now reach well beyond facility in-flow data to assess optimal targeting practices I was also lucky enough to learn in-depth medical and reimbursement coding and combine that with disease, therapy and clinical insights to arrive at recommendations that would allow companies to reach out to their targeting base online. I would help them tier their physician footprint not just by deciling or quintiling, the traditional sales force alignment way of working, but by several, previously unused parameters: Are their physicians early adopters? Are they spreaders? Are they allegiant to one drug? Are they focused on switching drugs frequently? Or on stability, and continuing medications as long as they see that the patients fare well on them and are adherent? Are their nurse practitioners and physician assistants active care providers with their own NPI numbers? With this alternative focus came more precision. With the new Obama Care, the Sunshine Act and the universal needs in the US for Electronic Health Records systems, these trends to achieve accuracy and precision are likely to continue. Call it Big Data, call it Non- Personal Promotion, call it Meaningful Use. Call me. Precision targeting. For more information, contact The DataMine Inc. Barbara R. Haimowitz, PhD | 646.207.5059 | BarbAnalysis1@gmail.com