Data can turn frustrated consumers into loyal ones

As health care becomes more complex, the consumer experience is getting more fragmented, which makes it all too easy for people to feel overwhelmed and frustrated. This is not good.

For one thing the industry is trying to improve health, not make it worse by leaving a trail of exasperated consumers. What’s more, health care organizations ― just like other businesses ― want to inspire loyalty through consumer satisfaction.

Consumers need a health care experience that is simple, seamless and smart. Savvy use of data and analytics can provide it.

At South by Southwest® (SXSW), on March 9, Lisa Smith, Optum Chief Consumer Experience Officer, presented a session explaining how data and analytics can be used to customize communications to improve consumer engagement. Her presentation included best practices for analyzing data to predict consumers’ next actions and develop communication campaigns that meet their needs.

Smith came to Optum after an accomplished career with Fortune 500 retail companies and she brings a record of success with engagement strategies to health care.

Through the use of predictive analytics, she says, health care stakeholders can identify opportunities to improve consumer engagement within a given population.

It’s a matter of delivering the right message at the right time through the right channel. In addition, clinical and claims data can be integrated with non-health care data to get a more complete view of the people we’re serving.

Being able to paint a fuller picture of the patient is one more step towards a smarter health system, and it’s an important element in fostering health care intelligence. Learn more here.

AUTHOR BIO:

Steve Griffiths

Steve Griffiths, SVP and Chief Operating Officer, Optum Enterprise Analytics, Optum

Steve Griffiths has more than 20 years’ experience in health analytics management, and currently heads up the Optum Enterprise Analytics organization. His main focus is to drive growth and innovation through Optum products and services. Steve has a master’s degree in biostatistics from the University of Washington, and a PhD in health services research, policy and administration from the University of Minnesota.

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