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Improve Patient Experience + Measure Digital Marketing ROI at AdventHealth

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Like many healthcare organizations, AdventHealth was challenged in two key areas: getting the most out of their patient surveys, and measuring marketing ROI. Using Alteryx, they were able to tackle both challenges to provide deeper insights into patient sentiment and marketing analytics. Attend this session to learn how AdventHealth was able to leverage text analytics to help them understand true patient sentiment and achieve and maintain patient satisfaction metrics to qualify for full Medicare reimbursement. In addition, hear how they were able to leverage a billion data points from various clinical data sources, combined with techniques in Alteryx like regex and fuzzy matching, to improve match rates and deliver over $100 million in ROI.

Pritesh Kucheria - Senior BI Solutions Analyst, Advent Health
Mandeep Saggu - BI Solutions Analyst - Intermediate, Advent Health
Derrick Chen - Senior BI Solutions Analyst, Advent Health
Wei Lu - BI Solutions Analyst - Intermediate, Advent Health

Published in: Data & Analytics
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Improve Patient Experience + Measure Digital Marketing ROI at AdventHealth

  1. 1. # A L T E R Y X 1 9 PRESENTED BY IMPROVING PATIENT EXPERIENCE AND MEASURING DIGITAL MARKETING ROI AT ADVENTHEALTH Wei Lu Derrick Chen Mandeep Saggu Pritesh Kucheria Jamie Craighead
  2. 2. # A L T E R Y X 1 9 COMPLETE SESSION SURVEYS ATTENTION 2 You were handed a survey as you entered the room. It should take less than 2 minutes to complete Please return your completed surveys B E F O R E YO U L E AV E the room Surveys are anonymous, and we rely on your opinion for improvement
  3. 3. # A L T E R Y X 1 9 WHO ARE WE? 3 1973 AdventHealth was established 47+ ● Hospital campuses operated in nine states 80,000+ Employees and physicians 5 million + Patients served annually 11 ● Skilled nursing facilities 20 ● Home health and hospice agenciesAdventHealth is a connected system of care for every stage of life and health. EMRAM
  4. 4. # A L T E R Y X 1 9 4 Award Winning Care •Transplant •Cancer •Neurology •Heart and Vascular •Orthopedic •Bariatric & Weight •Sleep •Surgical •Emergency Care •Urgent Care •Hospice Care •Home Care •Imaging Services •Lab Services • Women’s Health •Spine •Senior •Wound •Wellness …Close to Home!
  5. 5. # A L T E R Y X 1 9 5 With Alteryx, I can dedicate more to my favorite basketball court. When I use Alteryx, I feel confident to complete the task faster and more organized! WEI LU ALTERYX USER SINCE 2017 JAMIE CRAIGHEAD ALTERYX USER SINCE 2017 With Alteryx, I can provide ad-hoc data deliveries in minutes. When I use Alteryx, I feel like I hold the lasso of truth!
  6. 6. # A L T E R Y X 1 9 6 DERRICK CHEN ALTERYX USER SINCE 2016 PRITESH KUCHERIA ALTERYX USER SINCE 2016 With Alteryx, I can spend more time on my favorite sport and with my lovely doggie. When I use Alteryx, I feel I have a reliable friend/co- worker that I can trust fully. With Alteryx, I can work with lightning speed. When I use Alteryx, I feel free to go anywhere and do anything with data.
  7. 7. # A L T E R Y X 1 9 7 AGENDA : DIGITAL MARKETING ROI • What is Digital Marketing ROI? • Challenges – ROI in Healthcare • Overview of Alteryx Solution • Data Extraction, Blending , Challenges • Alteryx Solutions - Fuzzy Match - Regex - Street Geocoder • Payment Bundling • Corporate Impact • Visualization
  8. 8. # A L T E R Y X 1 9 WHAT IS DIGITAL MARKETING ROI 8 Digital Marking ROI reveals how investments in Digital Marketing impacts your organization’s bottom line. To calculate ROI, matching marketing campaign leads in Salesforce to Electronic Medical Records (EMR) systems, as well as accounting systems, is required and possible with Alteryx!
  9. 9. # A L T E R Y X 1 9 CHALLENGES: ROI IN HEALTHCARE 9 ROI is challenging to measure, it is exponentially more challenging in healthcare. • An ad for a particular provider, facility, or treatment may not result in immediate action by a consumer. • Consumers exposed to healthcare marketing may not need the service advertised at that moment, or maybe ever. • Depending on the service line (cardiology, obstetrics, pediatrics), the time frame where you can attribute revenue to your digital marketing campaign can vary dramatically.
  10. 10. # A L T E R Y X 1 9 OVERVIEW OF ALTERYX SOLUTION 10
  11. 11. # A L T E R Y X 1 9 SAME PERSON IN DIFFERENT SYSTEMS 11 Name: John Smith DOB: 06/10/2002 Address: 123 Main St Apt 610 Email: mhinspired2019@gmail.com Contact: 9876543210 Name: John Smith DOB: 06/10/2002 Address: 123 Main St No.(/#Unit/stc..) 610 Email: mhinspired2019@gmail.com Contact: 1234567890 Name: Jon Smith DOB: 06/10/2002 Address: 123 Main St Apt 610 Email: - Contact: 9876543210 Name: John Smith DOB: - Address: 123 Main St Apt 610 Email: jhinspired2019@gmail.com Contact: 9876543210
  12. 12. # A L T E R Y X 1 9 MATCHING CRITERIA: AT LEAST THREE 12 Matching with at least 3 criteria Email ContactAddress DOB Full Name
  13. 13. # A L T E R Y X 1 9 ALTERYX SOLUTION: REGEX 13 RegEx is a language that is used to match sequences of letters, numbers, or characters in text. It's all about recognizing patterns. The drop down provides common regular expressions that you may need while creating your expression. Alteryx has structured RegEx functionality into four methods: • Match • Parse • Replace • Tokenize
  14. 14. # A L T E R Y X 1 9 ALTERYX SOLUTION: GEOCODER 14 The Street Geocoder was used to normalize the addresses. 123 South Main Road, APT 456, Orlando, FL - 78910 123 S Main Rd, #456, Orlando, FL 78910
  15. 15. # A L T E R Y X 1 9 ALTERYX SOLUTION: FUZZY MATCHING 15 Fuzzy Matching allows for non-exact matches with multiple algorithms to choose from. Note: A unique identifier for each data record is necessary for the Fuzzy Match tool to work. Inspect your data; if there is no such key field, add a Record ID Tool one step upstream.
  16. 16. # A L T E R Y X 1 9 DATA EXTRACTION PROCESS 16 Leads
  17. 17. # A L T E R Y X 1 9 PAYMENTS MAPPING 17 Regional level Payment Mapping Scenario C1 1/1/2017 C2 6/1/2017 E2 6/1/2018 E3 8/1/2018 Campaign level Regional Payment Mapping Scenario E1 4/1/2018 C1 1/1/2017 E1 6/1/2017 E2 6/1/2018 E3 8/1/2018C2 4/1/2018 X $->Earliest Campaign within 18ms $-> All Campaigns prior to encounter <18ms X
  18. 18. # A L T E R Y X 1 9 46% 91% RESULTS: FUZZY MATCH & REGEX WIN! 18 Before Alteryx < 21 hrs. to run Significant Human Intervention MATCH RATE After Alteryx < 5 hrs. to run Fully Automated MATCH RATE
  19. 19. # A L T E R Y X 1 9 19 CORPORATE IMPACT $30M • 110M Clinical Records • 10K Contact Individuals • 200 Campaigns $150+M • 65M Clinical Records • 2K Contact Individuals • 200 Campaigns Before Alteryx After Alteryx Attributed ROI Attributed ROI
  20. 20. # A L T E R Y X 1 9 20 AGENDA : PATIENT EXPERIENCE • What is Patient Experience? • Hospital Consumer Assessment of Health Care Providers (HCAHPS) Survey: Public Perception & Financial Impact • Challenges – Utilize Survey Comments • Interactive Visualization Solution • Sentiment Analysis • Word Cloud Text Analytics • Topic Modelling / Comment Classification • Future Steps in 2020
  21. 21. # A L T E R Y X 1 9 WHAT IS PATIENT SATISFACTION? 21 • Patients should be satisfied with their health care and outcomes as well as non-clinical aspects of their patient experience. • Patient Satisfaction is one performance measure of Health Care Quality. • Since patient satisfaction is not directly observable, surveys are used. • Patient satisfaction surveys attempt to translate subjective results into meaningful, quantifiable, and actionable data.
  22. 22. # A L T E R Y X 1 9 PATIENT SATISFACTION HCAHPS SURVEY 22 • Hospital Consumer Assessment of Healthcare Providers and Systems Survey (HCAHPS) is a 27-question survey created by the Centers for Medicare & Medicaid Services (CMS) • It was developed to capture the views of patients (Medicare & Non-Medicare) about their health care experiences. • The HCAHPS is required by the government and distributed to a random sample of patients • Results of the survey are publicly available influencing hospital reputation and affecting Medicare reimbursement rates.
  23. 23. # A L T E R Y X 1 9 SURVEY CATEGORIES 23 COMMUNICATION WITH DOCTORS RESPONSIVENESS OF HOSPITAL STAFF COMMUNICATION WITH NURSES CLEANLINESS OF HOSPITAL ENVIRONMENT QUIETNESS OF HOSPITAL ENVIRONMENT COMMUNICATION ABOUT MEDICINES OVERALL RATING OF THE HOSPITAL RECOMMENDATION OF THE HOSPITAL DISCHARGE INFORMATION PAIN MANAGEMENT
  24. 24. # A L T E R Y X 1 9 EXAMPLE SURVEY DATA 24 Very cohesive group - helping each other to help the patients. All smiling. Admitting process was slow & waiting area was dark, cramped & not private. Example 1: Example 2:
  25. 25. # A L T E R Y X 1 9 CHALLENGES : TEXT ANALYSIS 25 Patient Satisfaction Survey scores are useful, but comments give deeper insights and provide perspective for improving the patient experience. • Reviewing millions of patient comments is time consuming and labor intensive. • Quantifying comments can be difficult. • Categorizing comments into topics may be challenging. • Traditional methods can not translate free-text comments to actionable data
  26. 26. # A L T E R Y X 1 9 INTERACTIVE WORD CLOUD 26 MEALS 41.9% 48.5%9.6% NOTE: Please be aware that patient comments may include personal identifying health information. Be sure to redact any personal identifying health information before distributing or posting comments. • No gluten free or lactose free options. • Cold and Bland • No taste • Don’t like hospital food – Bland • Got things I didn’t order • Gluten free and other allergies diet not available. • Food was served a little cold and sometimes took a while to arrive. • Food was tasteless. • I only had food one day. But disgusting. • I was given only liquid. • I asked for a Pepsi: She said yes, but never brought me one. • Meals had no flavor and some did just not look good. • No meats for breakfast. No salt. • No variety of selection. In some cases a sandwich or nothing. • Only 2 vegetarian dinner selection. • Pancakes were awful. • Some people put the food tray where I could not reach. • Food was very good. • Good experience. • I enjoyed the food. It was well prepared and delicious. • The meals and food choices were excellent - much improved from "the old" days. • The workers was very polite. The food could be much better. • The 2 young ladies that served me the meals are very kind. I hope they do not change, never, being that they made me feel at home. • Could've been the pain meds, but the food tasted great to me. • Lots of healthy options! I appreciated the guest tray for my husband while in mother baby unit - • Food servers were very nice and considerate of my desires. • The food was delicious. • Prior to surgery on 10/17/18 85% of time I was NPO. Post-surgery 3 meals were quite good! Kudos to food service staff! • The person who took my food orders was very pleasant, as well. • Liquid diet. • Had tube feeds. • Didn’t eat food. • Can’t have no salt. • I did not eat there. • I was on ‘nothing by mouth’. • I was on clear liquid diet - hard to rate. • No food allowed. • No memory. • Not applicable – was NPO. • Nothing tasted good because I had liquid so long. • The food quality was like doc food. • Why so many products with high fructose corn syrup? • Wasn’t allowed to eat. • Was on liquid only. • Only on clear liquids. • I was not in a mood for food. • The food quality was like doc food. menu • Because I cannot tolerate milk there was a difficult time with menu. • Need more options & must show sodium levels on menu. • Never let me pick the menu. Food was always cold. • Did not respond to menu choices. • Personally, I think the packet of beef broth should be deleted from the menu. • No menu provided to meet needs. • There was very little on the menu that I wanted to eat. • Need to improve your menu. • The taste was horrible; I wouldn't eat anything; terrible; please go back to 2016 menu & food supplier!! • Little knowledge of type I diabetic's diet. Discussed menu no often _____. • 2. Should improve the menu. • Need a menu and different snacks at night. • Would have liked to choose food from a menu. cold • I was served tray totally diff. than what I ordered. The fish was not done. The chicken dry and cold. • Some lunches cold. • Meals & coffee were cold. • Cardiac diet okay but food was always cold. Never let me pick the menu. Food was always cold. • Cold food not cooked good. • Wrap I got was partially frozen/ice cold inside. • Food served cold - • Food seemed cold; one night hamburger was hard as rock. Could have been used as hockey puck. • Food always showed up COLD. • Hot was cold - cold was lukewarm - very unappetizing. • Could be better coffee - cold. Food sucks. • Poor choices. Cold when served. (Hot food.) No alternatives for vegetarian. • Hot food was too cold - • Breakfast was cold. Campus DRG Code Nurse Unit Comment Section
  27. 27. # A L T E R Y X 1 9 SURVEY TEXT DATA EXTRACTION 27
  28. 28. # A L T E R Y X 1 9 SENTIMENT ANALYSIS: R TOOL 28 • “sentimentr” package in R • Algorithm assigns sentiment scores from -1 to 1 • Setup customized score range to categorize the sentiment
  29. 29. # A L T E R Y X 1 9 WORD CLOUD WORKFLOW: R TOOL 29 • Break sentences into words. • Remove stop words. • Remove punctuations. • Remove noise information (ex: physician name)
  30. 30. # A L T E R Y X 1 9 30 TOPIC MODELLING – COMMENTS CLASSIFIER • Legacy technologies would at best classify a comment like above as having “mixed sentiment” • Accurate and reliable classification matters to PX professionals, because there is nothing mixed about the patient issues in the above sentence • The patient is clearly describing a bad experience with the quality of the food and a good experience with the food server • Topic modeling, if used along with sentiment analysis can empower providers to truly identify and understand patient issues “The vegetables were always grey, but the server was very kind and helpful in setting up the food tray on my bed.”
  31. 31. # A L T E R Y X 1 9 TOPIC TYPE N - gram feature set Unigrams fantast, awsom, satisfy, absolut, fabul Bigrams good experi, great experi, excel experi, excel servic, far good Unigrams cancel, week, holiday, apart, saturday Bigrams schedul appoint, get appoint, abl get, get see, could get Unigrams hr, end, period, realiz, paperwork Bigrams wait time, time minut, wait hour, long wait, exam room Unigrams detail, future, describe, bring, comdit Bigrams answer question, explain everyth, explain thing, explain would, happen futur Unigrams courteous, polit, interact, courtesy, paper Bigrams staff friend, alway friend, nurs friend, realli nice, feel like Unigrams compassion, sensit, respect, encourage, situat Bigrams show concern, realli care, made feel, feel like, wait time Unigrams clean, wash, confirm, equip, thermomet Bigrams wash hand, alway clean, wait area, thermomet probe, hot drink PATIENT EXPERIENCE TOPIC MODELLING 31 Overall Appointment Access Appointment wait Explanation Friendliness Empathy Practice Environment
  32. 32. # A L T E R Y X 1 9 32 CHALLENGES IN TOPIC MODELING
  33. 33. # A L T E R Y X 1 9 33 TOPIC MODELING – BY PYTHON TOOL IN ALTERYX Just like in any machine learning process, there are four parts to be covered • Pre-processing: Tokenization, Remove words, Lemmatization, Stemming – Using Spacy • Train: Using LDA algorithm to train on labeled data • Score: Apply the model on the new data • Evaluate: Evaluate the performance
  34. 34. # A L T E R Y X 1 9 34 EVALUTING AND ANALYZING LDA
  35. 35. # A L T E R Y X 1 9 FUTURE STEPS: DATA DRIVEN MODELLING 35 • Identify the drivers of patient satisfaction to be used for corrective actions • Understanding correlation between clinical outcomes and patient satisfaction • Data-driven approach to identify risk factors that associate with patient satisfaction outcomes. • Develop neural network based on clinical and demographic data to predict population that might give negative score
  36. 36. # A L T E R Y X 1 9 36 Presentation synopsis FIVE KEY POINTS Data Blending in Alteryx Fuzzy Matching & RegEx Combine Alteryx, R, & Python Keep Physicians, Marketing & Database Teams happy! Iterative Solutions in Alteryx 1 2 4 5 3 DIGITAL MARKETING ROI & PATIENT EXPERIENCE
  37. 37. # A L T E R Y X 1 9 37 Q&A
  38. 38. # A L T E R Y X 1 9 BEFORE YOU LEAVE ATTENTION 38 B E F O R E YO U L E AV E … Please take a moment to complete your evaluation survey. Hand it to the room monitors on your way out.
  39. 39. # A L T E R Y X 1 9 THANK YOU wei.lu@adventhealth.com 39 (786) 218-3775 WEI LU jamie.g.craighead@adventhealth.com (813) 928-9128 JAMIE CRAIGHEAD zhetong.chen@adventhealth.com (305) 775-5935 DERRICK CHEN pritesh.kucheria@adventhealth.com (813) 808-5931 PRITESH KUCHERIA

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