Understanding Extended 360° Views of Patients and Physicians

This is the first 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. The second post in this series will discuss the three primary rules of X-360° views and best practices to develop them. 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.

Hospitals and health systems have some of the most complex and contextually rich data sets of any industry, yet these institutions struggle to optimize the power of their data to deliver a more patient-centric approach to care. Now, technology is available that
can efficiently process, manage, and analyze massive amounts of disparate data across a health system — what we call “big data” and “big data analytics.” Big data analytics will have an immense impact on the healthcare industry because it provides the ability to “uncover hidden patterns, unknown correlations, market trends, customer preferences and other useful business information … <that> can lead to more effective marketing, new revenue opportunities, better customer service, improved operational efficiency, competitive advantages over rival organizations, and other business benefits.”

Today, you can create and analyze ever-expanding patient and physician records and gain enhanced views of patients and physicians across and outside of your health system — Extended 360° views. In fact, LinkedIn, Twitter, Facebook, and Google have all laid the groundwork for massive data collection architectures, and some healthcare software providers, such as Evariant, are leveraging these technology advancements on behalf of the healthcare industry.

Defining Extended 360° Views

When we first talked about achieving a 360° view of patients a decade or so ago, we envisioned a data warehouse where clinical patient information was accumulated. While we were thrilled with this concept, we soon discovered that the real challenge in achieving a 360° view lay in aggregating all data sets and making sense of the data to drive timely, actionable decision making.

Today when we speak of X-360° views of the patient or physician, we are talking about much more than just accumulating or aggregating clinical patient data. When data sources and formats differed and volumes grew with the introduction of new solutions — such as customer relationship management (CRM), physician relationship management (PRM), and call center solutions — we realized we need technology that can incorporate these multiple data feeds. In addition, we also realized that the human mind cannot grasp and analyze all of that information — let alone make appropriate decisions about next steps or predict future behavior. We realized we need to incorporate empirical statistical and other technologies to optimally leverage the available data.

Solutions that provide Extended 360° patient and physician views…

Aggregate, synthesize, visualize, and stream ALL patient and physician data for machine analytics — in real time or near real time — and make it actionable by connecting it to workflow and applications, to optimize patient and physician engagement, drive incremental revenues, and reduce operational costs.

This definition embraces the concepts of big data, as well as the required analytics, and machine learning algorithms to automate “high-value predictions that can guide better decisions and smart actions in real time without human intervention.”

Why Your Health Systems Needs X-360° Patient and Physician Views

In the past seven to ten years, healthcare institutions realized they need the clinical 360° view of the patient in order to improve the quality of care coordination and more accurately measure and report on the quality of care.

Extended 360° patient and physician views increase your health system’s revenues by improving patient and physician engagement.

This is accomplished by leveraging descriptive and predictive analytics to help:

  • The marketing team target the right patient and consumer (non-patient) with the medical services they need
  • The physician liaison understand physician performance and referral behavior to identify and optimize market opportunities and reduce referral leakage
  • Clinicians better coordinate patient engagement over the patient care lifecycle, increasing patient/customer loyalty

For more information on X-360° patient and physician views, read the eBook on Creating Extended 360° Patient and Physician Views with Big Data Analytics.





Evariant provides a leading healthcare CRM solution suite designed to help health systems transform the healthcare experience for their consumers, patients, and physicians. Built on the Salesforce Platform, our solutions foster richer consumer/patient engagement and tighter physician alignment. Powered by cutting-edge data and analytics, Evariant enables health systems to effectively communicate care options that increase revenue and market share, while optimizing network utilization. Many of the top health systems have selected Evariant to thrive in today’s hyper-competitive and rapidly changing environment.