A Midwestern healthcare system has been growing by leaps and bounds since it embarked on a 1990s expansion, transforming it from a traditional, single-site academic medical center into the broad-based regional healthcare system. It’s now one of the nation’s leading healthcare providers, offering patient-centered healthcare with over 3,000 registered beds.
With nearly 20 hospitals, almost 50 health centers and several medical practices serving more than 1.2 million individual patients, the healthcare system recently decided to also reinvent the way it connects with community.
The healthcare system previously partnered with BlueGranite to design an enterprise data warehouse. That successful solution now gives an integrated, holistic view of each patient. United medical records, insurance information, patient preferences, and more are fostering better patient care, facilitating better research, and improving enterprise decisions.
Hoping to build off the benefits of that initial solution, the healthcare system’s marketing department recently reached out to BlueGranite again; this time to build a data mart, reports, and dashboards that aggregate, summarize, and restructure promotional information from the enterprise data warehouse design.
Highlighting Marketing Efforts
The healthcare system’s rapid expansion over just a few decades gives it the ability to provide quality care to more people than ever. But that brisk expansion meant not everyone was aware of the many providers, locations, and services the system offers. Raising awareness falls on the shoulders of the marketing department – a team that gives its all to the job, but previously didn’t have modern reporting tools to gauge the success of its efforts.
Accurately reporting on a hospital’s return on investment is essential to maintaining a profitable marketing program. To help this marketing team benchmark its successes and failures, BlueGranite worked with stakeholders to design a data mart and reporting that:
- Provides patient and revenue information surrounding campaigns.
- Tracks how many appointments are scheduled and kept based on each campaign.
- Logs number of claims and revenue generated from each campaign.
- Traces which locations see the benefit of each campaign; based on where patients schedule the most appointments or have the most encounters (scheduled or unscheduled) and which locations bring in the most revenue.
Deep Data Furthers Outreach Evolution
Using Microsoft’s innovative tools, BlueGranite is helping this marketing department transform, giving it the ability to understand previously undefined patient segments and their individual needs, and to effectively respond.
Now that this marketing team can concretely measure its efforts, stakeholders are discovering just how successful some campaigns truly are. The measurements are helping inform where it makes the most sense to invest more marketing dollars, and power users are eagerly adopting the newfound ability to create their own reports. Based on the results from this data mart and the ability to finally show the success of its marketing campaigns, the marketing department’s budget was significantly increased for the coming year.
In addition to giving marketing profound insight into its efforts, the enterprise data warehouse and data mart capabilities allowed the creation of deduplicated contact lists that can serve as the foundation for future outbound promotional tactics. Knowing who to target, and with what information, will help shape future marketing campaigns and outbound strategies.
From taking advantage of missed revenue opportunities to tracking patient outcomes, this cutting-edge customer intelligence hub opens up a world of possibility. Contact BlueGranite today to learn more about how we can help harness the potential of your data.