Data-Driven Decision Making in Healthcare

How Patient Data Informs Marketing Decisions

From the Affordable Care Act to Covid 19 vaccinations, healthcare is a complex, endlessly debated, and often controversial topic. But, whatever your point of view on the level of government involvement in the delivery of healthcare, it is clearly Big Business – 18 percent of the United States’ gross domestic product in 2020, far more than other developed countries. All this money means that, while some population segments and regions struggle to achieve positive health outcomes, overall, healthcare infrastructure is growing, hospitals and practices are consolidating and competing fiercely for patients, and new forms of care such as concierge practices and telemedicine have emerged.

Rich sources of HIPAA-compliant patient data are readily available to help stakeholders across the healthcare spectrum — from insurance companies to regional hospital systems to real estate developers and beyond — to make critical business and marketing decisions for their organizations.

Allant is a key partner to many of these organizations, helping them leverage health and wellness data to execute on their business imperatives and meet their goals while staying HIPAA-compliant.

To help you better understand how Allant might help you, we’ve put together the following FAQs:

First, how is “HIPAA-compliant” defined?

HIPAA compliance is the process that business associates and covered entities follow to protect and secure Protected Health Information (PHI) as prescribed by the Health Insurance Portability and Accountability Act.

What are the sources of Allant’s health and wellness data?

Allant’s health and wellness attributes were created via a HIPAA-compliant process from three sources, as detailed below.

1.Anonymized clinical data: approximately 1MM records nationwide

2. Opted-in survey data: varies by attribute, but at least 10K per model

3. Hospital/ER admissions data: aggregated to a geo-millions of records

All health and wellness propensities have been validated against known health outcomes and prove to be as much as 80% correlated to known clinical data. All 265M consumer records have a value for every attribute so there are no “missing data” headaches. Data is not HIPAA restricted. More detailed information is considered proprietary and cannot be shared.

What are some use cases for HIPAA-compliant data?

The uses of HIPAA-compliant date are myriad. Here are a few of the most compelling use cases:

Insurance Carriers

Health Insurance carriers can leverage data to improve audience targeting for Medicare Advantage acquisition campaigns during open enrollment. The data is used to build better-performing acquisition models and profile members for improved targeting and messaging.

Life Insurance companies, which have found that about 30% of online applicants provide inaccurate health data in their preliminary applications, can use modeled health and wellness data in real time to identify applicants that may need a more rigorous review process prior to providing them with an e-quote, thus driving greater operational efficiency.

Real Estate Development

Data collected from benefit processing can be used to help healthcare systems identify where to build/expand to meet the needs of currently underserved areas and/or to identify where to close locations due to underutilization or market saturation.

Practice Expansion

Healthcare insurance carriers can leverage the data to add medical practices to their provider list, especially cooperative insurances that offer products both direct-to-consumer and through the exchange. For example, they may want to promote managed care through one health system for underserved communities and another product for a different population.

In addition, health determinant data can be leveraged across pharmaceutical and hospital systems to identify trends in specific geographical areas. For example, recognizing that diabetes is trending particularly high in a particular neighborhood, providers can concentrate specialized resources and clinics there.

Research & Advocacy

Research is the great hope for future improvements to the nation’s health. There have been tremendous advancements made in treatments for many serious illnesses over the last few years due to the complementary efforts of research and advocacy groups (e.g., nonprofits like ALS Association, Leukemia & Lymphoma Society, and Cancer.org).

Health and wellness data can play a key role in the continued advancement of their achievements. Advocacy groups use the data to raise awareness, educate patients, and solicit donations. Researchers can use the data to recruit subjects for their studies, which are often funded by the advocacy groups.

How Can Allant Help You?

Allant has the unique ability to work with third parties to broker fair and equitable deals that financially benefit both the data provider and the data user. We have a history of creating co-operative relationships between multi-partners to develop shared exchanges of data for all use cases. To discuss how we can help you solve your challenges, contact us today.