Download Population Health Messaging

MARKETING
BENEFITS
Population Health Messaging
ƒƒ Targets and tailors messages
based on demographic profiles
Delivering communications that
ƒƒ Improves patient engagement
and loyalty with consistent,
relevant communications
ƒƒ Reduces readmissions by
encouraging patients to take
control of their care
FEATURES
ƒƒ Message topics on preventive care
ƒƒ Behavioral insights based on
proprietary healthcare survey data
ƒƒ Customized branding on
all communications
encourage patients to become actively
What is Population Health
Messaging?
involved in managing their care
Population Health Messaging is an
can improve outcomes and control
enhancement to existing customer
healthcare costs. As the healthcare
relationship management programs.
market continues to evolve, it’s
It incorporates a patient engagement
important for healthcare marketers
and preventive care communications
not only to promote key service lines,
program into your current
but also consider the importance of
marketing mix.
communicating with the broader
patient population. The solution
As part of the program, Population
Population Health Messaging from
Health Messaging provides a data-
Truven Health Analytics .
driven alert and reminder service that
SM
sends tailored messages to consumers
Population Health Messaging is part
about their healthcare through
ƒƒ Print, email, and SMS text message
delivery channels
of the MarketDiscovery Marketing
electronic or print channels (see
solution that helps marketers create
Figure 1).
ƒƒ Triggered messages based on
clinical guidelines from the U.S.
Preventive Services Task Force
(USPSTF) and the Center for
Disease Control (CDC)
and manage marketing programs that
FACT: In a recent Truven
Health study, personalized
health communications
helped improve adherence
to preventive care
guidelines by 14 percent,
or 7.4 percentage points
above the baseline.
support their strategic initiatives
The highly engaging messages are
and revenue goals, show return
customized according to the gender,
on investment, and demonstrate
age, family status, and medical
effectiveness. Population Health
history of recipients, and are based
Messaging is designed to help hospitals
on behavioral insights derived from
proactively engage the right audience
proprietary Truven Health data on
using timely, tailored, and targeted
health attitudes and behaviors. The
health messages.
resulting messages are designed to help
individuals stay healthy by adhering to
recommended preventive care services.
Product Spotlight
Figure 1: A Step-by-Step Wizard Makes Customizing Campaigns Fast and Easy
In a recent study, Truven Health
screening and vaccination rates
found that personalized health
in all major categories. Across the
communications had a dramatic
board, adherence with preventive
impact on preventive care adherence
care improved 14 percent or 7.4
rates among the population studied.
percentage points over the baseline
Using direct mail preventive care
rate. The population saw double-digit
reminders, the personalized health
improvements in colorectal cancer
communications program proved to
screenings, influenza vaccination, and
have a measurable impact on both
cholesterol screenings (see Figure 2).
Figure 2: Personalized Messaging Has Measurable Impact
80%
70%
n Baseline
n After 12 Months of Personalized Messaging
60%
50%
40%
30%
20%
10%
0%
Influenza
Vaccination
(Ages 50+)
Source: Truven Health
Colorectal
Cancer
Screening
Cholesterol
Screening
(High-Risk)
Breast
Cancer
Screening
How Does Population Health
Messaging Work?
Acquiring the Data
Comprehensive data analysis from
Truven Health helps hospitals pinpoint
specific patient activation opportunities
through a baseline analysis and robust
rules engine.
§§ For each patient, a customized
health profile is created and tied to a
demographic profile
§§ Profiles are enhanced with consumer
insights from healthcare survey data
Targeting, Tailoring, and Assembling
the Message
Custom messages are designed to be
§§ Targeted messaging campaigns are
built on a personalized schedule
that delivers the right message to the
right patient at the right time
§§ Messages are assembled based on
preferred delivery channels (web,
print, email, or mobile text messages)
The MarketDiscovery Marketing
solution and Population Health
Messaging can help you engage in
meaningful interactions with your
customers. With a comprehensive
approach that leverages best practices
and expert guidance, you gain the
support you need to get more from your
marketing budget.
highly tailored, alerting consumers to
health opportunities and encouraging
them to act.
§§ Evidence-based rules are applied to
identify personalized opportunities
for health improvement
Solve Your Challenges With
Population Health Messaging
Challenge: Hospitals need to
proactively message broad
patient populations:
ƒƒ Healthy people – to help them
stay healthy and engaged
ƒƒ People with existing and/or
chronic illness – to help them
manage their condition
ƒƒ People at high risk for future
problems – to help them focus
on altering health behaviors
Solution: Population Health
Messaging:
ƒƒ Helps patients appropriately
manage their health
ƒƒ Improves overall health
outcomes and supports
emerging models such as
accountable care organizations
(ACOs)
ƒƒ Fosters trusted clinician-patient
relationships
ƒƒ Reduces unnecessary
readmissions
Print, email, and SMS campaigns are ongoing, auto-generated, and highly
tailored to the demographic profile of the contact.
For more information
Send us an email at
[email protected]
or visit truvenhealth.com
ABOUT TRUVEN HEALTH ANALYTICS
Truven Health Analytics delivers unbiased information, analytic tools, benchmarks, and services to the healthcare industry. Hospitals, government agencies,
employers, health plans, clinicians, pharmaceutical, and medical device companies have relied on us for more than 30 years. We combine our deep clinical,
financial, and healthcare management expertise with innovative technology platforms and information assets to make healthcare better by collaborating with our
customers to uncover and realize opportunities for improving quality, efficiency, and outcomes. With more than 2,000 employees globally, we have major offices
in Ann Arbor, Mich.; Chicago; and Denver. Advantage Suite, Micromedex, ActionOI, MarketScan, and 100 Top Hospitals are registered trademarks or trademarks of
Truven Health Analytics.
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