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Hospitals + Data + MarketingMark Silverberg - Spring 2012

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Hospitals + Data + Marketing TextMark Silverberg - Spring 2012

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“Hospitals MinePatient Data To CreateTailored MarketingCampaigns” 3iHealthBeat.com headline

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The Gist 4■ Hospitals are increasingly mining patients’ health and financial records to market specialty services ■ 20% of US hospitals News use “targeted direct mail to bring in additional revenue” according to According to Kaiser Health■ With the trend of (and incentives for) hospitals implementing electronic health records, this controversial practice will likely accelerate

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“hospitals cherry pick best-paying patients” 5RHN headline; original headline prepended with “Critics say”

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Viewpoints 6 targeted mailings promote patient data should not be used for needed services marketing purposes■ Most criticism cites the fact that patients with private health plans are targeted ■ private pays significantly more than government- subsidized insurance like Medicare/Medicaid)■ “Discriminatory against patients who have every right and need for medical information” - Consumer Watchdog

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Example Implementation 7■ Provena St Joseph Medical Center in Illinois■ Lung cancer screening direct mail■ Sent only to “those who had a stronger likelihood of having smoked based on their age, income, insurance status and other demographic criteria”■ 17% response rate (incredibly high for direct mail) ■ Netted hospital system $595,000 after marketing costs■ One of Provena’s other properties, St. Mary’s of IL, saw a 1100% ROI

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Not Just Provena 8■ Hospital Corp of America (hospitals in 20 states)■ Trinity Health (hospitals in 8 states, not-for-profit)■ Many smaller chains & hospital networks testing the waters after big names and small have reported very good results

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References 9■ Original article I read: http://www.ihealthbeat.org/articles/ 2012/2/6/hospitals-mine-patient-data-to-create-tailored- marketing-campaigns.aspx■ Cited source from news article: http:// www.kaiserhealthnews.org/Stories/2012/February/06/ Hospitals-Mine-Patient-Records.aspx