THE SKINNY ON MINING DATA TO BOOST REVENUE

Hospitals aiming to increase their bottom line need to look no further than their surrounding communities. With a focus on Population Health, they can determine their community’s specific health needs and improve outcomes in those key areas to drive growth.

Consider this: Florida residents have among the highest skin cancer rates in the United States. Utilizing geo-targeting, hospitals in the sunshine state can promote oncology services to potential patients who live locally. Geo-targeting can be applied to social media ads, and Google ads that target users who search keywords, such as “skin cancer signs.” These ads link to a landing page—in this case, perhaps one featuring a call to action to schedule a free skin consultation.

Geo-targeting can also apply to information extracted from a hospital’s EHR—such as gender, age, residence, and even if many patients share the same employer (Ring, ring…”Hello human resources, I’d like a booth at your next employee event, please.”).

Patient portals—which allow patients to view lab results and book appointments—provide another opportunity for hospitals to promote services to current and former patients. As an “opt in” feature, patient portals collect emails, which hospitals can use to send patient reminders to schedule follow-up appointments. 

Of course, hospitals also need to improve the patient experience by investing in technologically-advanced equipment, recruiting top-performing oncologists, and touting those offerings to referring primary care physicians. Pair these efforts with data mining, and hospitals have ample opportunities to boost revenue.


Dan Altenbernd