Post Mortem: Effectiveness of Patient-Side and Provider-Side Data in Audience Modeling
Now that the annual healthcare enrollment period is over, health insurance companies will likely begin a post-mortem review on the effectiveness of their open enrollment marketing strategies.
It is not uncommon for insurance carriers to build direct mail and digital campaigns based on models of consumer risk pools. The predictive models are driven by extrapolations of demographic offline and online indicators — activities such as plan-matching based on affluence levels or one-off web visits and searches. Online, these inferred scoring actions are then connected to anonymous pools of cookies. The pools, each consisting of 50–200 cookies, are themselves formed as anonymous clusters built from inferred actions and device IDs. Clustering is necessary in order to reach any semblance of scale.
The alternative method to fuel open enrollment marketing is designed specifically to deliver the reach and validation that is nearly impossible with health care consumer modeling. Building audiences based on provider-side data adds layers of deterministic data validation to the service areas of specific health activity that can’t be replicated by consumer-side models.
Physician, nurse, and pharmacist service activity in the trade area of a hospital or clinic provide both the relevance and coverage necessary to infer how insurance can be best aligned to consumers without compromising privacy. Similar to a retail trade area model, provider-side data can be used to rank consumer propensities and the frequencies of common conditions in specific locations.
Semcasting Medical Healthcare Data (MHD) is a suite of data solutions that outlines over 1.2 million health care providers, over 120,000 hospital and clinics, and the distribution profiles of over 3,000 brand and generic drugs for over 1,550 disease states. Combined, this data has been used to generate a robust Health Index that ranks patient populations in service areas.
All health and demographic data presented within the selectable Index are maintained at a level of geographic summarization that protects consumer privacy and meets or exceeds HIPAA health privacy recommendations. Coverage of consumers within these trade areas is maximized using Semcasting’s patented Smart Zones targeting and Mobile Footprints technology — providing reach to over 250 million U.S. homes and mobile delivery points.
Learn more about Semcasting’s Medical Healthcare Data Suite and how it is being applied to consumer and business outreach to generate positive open enrollment marketing ROI.
Semcasting : Apr 27, 2017 9:00:42 AM
