This is the second in a series of three blog posts that discusses how you can achieve Extended 360° (X-360°) views of patients and physicians through big data analytics. Read our first post defining X-360° and why your organization needs X-360° patient and physician views. The third post in the series will discuss how you can achieve Extended 360° (X-360°) views of patients and physicians through big data analytics.
My 360° Views vs. Your 360° Views
There are some “got-yas” with X-360° views:
- There is no single 360° view. The components of 360° views are different depending upon the use case. For example, a marketer wants data about emails, websites, search terms, behavior on mobile or social media, time of day, and devices used, and to bring that data together with demographics, buying behaviors, life style trends, etc. Physicians want a clinical profile that aggregates and analyzes data about procedures, drugs, family history, physicians, diagnosis, etc. Every department in a hospital can have at least one 360° view of a patient that is always changing based on business rules and the business problem.
- X-360° views will be connected. For example, many views need information on the patient’s age, gender, marital status, etc. so these data elements will connect to many different profiles.
- X-360° views continuously evolve and grow. As you gather data for the same patients or physicians over time, the profiles grow longitudinally. As you create different kinds of X-360° views for different departments, views expand horizontally. For example, your health system may start with developing 360° marketing views, expand to clinical, then financial, then population health, health informatics, care coordination, and so on.
Best Practices to Develop X-360° Views
Before your health system starts to think about where to start with attaining X-360° degree views of the patient or physician, there are several best practice principles you need to follow and test for to discover whether your institution is ready to start such a project.
- Regardless of the use case, your institution must have an electronic medical record (EMR) in place. The EMR will provide key patient clinical data that will be used in the patient views.
- If your health system is looking to develop X-360° patient views for marketing purposes, you will also need a customer relationship management (CRM) system. Marketing uses a CRM system to collect, analyze, and manage a patient’s interactions with the healthcare system in order to ascertain a patient’s clinical interests and potential needs and offer appropriate services in order to improve the quality of care and increase the health system’s revenues.
- If you are looking to develop X-360° degree views of physicians, your institution will find it advantageous to have a physician relationship management (PRM) system in place. A PRM system helps define market share opportunity, identify physician marketing segments, cultivate physician relationships, identify network referral patterns and leakage, and track physician outreach activities. Lastly, a PRM system provides a directory of physicians above and beyond those who are aligned with your health system.
- Whenever data is exchanged between systems, there are data standards that are set, and all exchanged data must adhere to these standards. This means that your institution needs an individual, group of individuals, an automated process, or any combination to standardize the data.
- Once data standards are developed, it is important to ensure that all users on all systems, in all locations are trained on the standards. If there is any breakdown in the quality of data input by users across the healthcare system, it will hurt data quality downstream.
The third and final post in this series will discuss patient and physician X-360° use case examples.