As published in eHealthcare magazine at http://ehealthcarestrategy.com/cp/powering-patient-centric-care-with-data-driven-solutions-3918/
With the emergence of value-based delivery models, the approach to healthcare is significantly evolving. In addition, there has been a significant shift in patient expectations. Patients today are looking for experiences similar to what they get as a consumer of retail, banking, or hospitality. They want to engage with the organizations when they want, where they want, and using the channel of their choice.
Building a Single Source of Truth for Patient Information
To deliver the experience that customers expect today, reliable patient data is a must. Patient data must be complete, current, and consolidated. Various business units within an organization typically access, use, and manage their own data sets to solve their own business challenges. Divergence and duplication of data with no single source of truth results in inaccurate and incomplete profiles of providers and patients. To overcome this, all systems and departments working with patients must get the information they require from a single source of patient data. Multiple entities must collaborate and contribute to enrich this single source of data.
Supporting Patient Choice
Many healthcare organizations are adopting a patient-centric approach to providing a consumer-like experience throughout the patient lifecycle. The emphasis is not only on disease management but also on improving the patient’s overall quality of life. Healthcare organizations are considering multichannel forms of engagement where patients can interact with physicians, registered nurses, or other staff using the channel of their choice. Patients have the choice to interact using web portals, emails, phone, and video chats, in addition to office visits. Clinicians and marketing teams are finding ways to share the most relevant information with the consumers at the right time.
It’s not breaking news that healthcare organizations are hampered by data fragmentation. What tools will help them achieve a 360-degree view of patients? How can hospitals keep sensitive data safe and still have a single view of patients that will enable them to personalize communications? In this article, Ajay Khanna, vice president of product marketing at Reltio, discusses the ideal scenario, the “nirvana” that health systems are trying to achieve as well as the challenges to getting there. The benefits are tangible—better prevention and disease management, fewer readmissions. What are the tools to get there?
Delivering a Consistent Experience
As we see more inroads toward patient-centricity, healthcare organizations will be challenged with establishing technology infrastructure capable of managing sensitive data, while attaining a single view of patients. Healthcare organizations will need to build data-driven applications that connect to all sources of patient information, and match and merge that information to create clean, consolidated patient profiles. Connected information helps deliver consistent patient experience across all channels. It provides the flexibility for patients to choose the channel of their choice with confidence that they will receive the same quality of care from all channels. This not only improves the patient experience but also opens new avenues for healthcare organizations to reduce the cost of care.
Understanding and Managing Patient Affiliations
Although very important, it is not just patient data that’s required to deliver the right care. Organizations need to know the relationships between patients, family members, doctors, caregivers, healthcare organizations, locations, payers, plans, products, pharmacies, and prescriptions. In the absence of this information the picture is incomplete. With relationship information, healthcare organizations can make much better decisions about care and can design treatment options that work best for patients. Modern data management platforms provide capabilities to uncover these complex relationships across all data entities and help visualize this information within data-driven applications.
As new relationships develop and old ones change, the applications are continuously informed of the updates. Healthcare providers always have the right information available to make informed data-driven decisions. When all the information, including patient profile, demographics, relationships, and multichannel interactions, comes together, the true 360-degree patient profile becomes possible.
Gathering Insights to Personalize the Patient Journey
For healthcare organizations to deliver such patient-centric service, they must have a deep understanding of patient demographics and segments. Patient outreach teams require these insights to successfully execute any population health or chronic disease management program.
Lack of insight into a patient’s journey and their ever-evolving relationships impacts the quality of care. Poor understanding, monitoring, and support causes lower adherence to the treatment and an increase in readmission rates. As healthcare models shift from “fee for service” to “pay for performance,” monitoring the quality of care and timely engagement with the patient is critical.
Traditional process-driven applications allow data to be captured and stored, but do not provide recommended actions for consistent and timely engagement. Disconnected predictive analytics tools deliver insights, but leave the next steps open to interpretation. Visualization-only tools do not close the loop since they have no built–in correlation of actions back to insights.
Deploying predictive analytics and machine learning technologies to gain relevant insights improves treatment adherence, reduces readmissions, and runs more impactful preventive and wellness programs. Data-driven applications provide recommendations personalized to the business user and their role. For healthcare outreach and patient experience teams, it may provide patient sentiment analysis based on the omnichannel interactions with patients. It may also suggest segmentation for outreach campaigns and notify patients via the channel of their choice. Such insights into the patient journey help deliver the right care at the right time.
Without a complete view of patient information and affiliations, delivering timely, relevant, and personalized information through an omnichannel patient experience is hard to achieve. In the coming months, we will see a rise in the adoption of cloud data management vendors offering HITRUST-certified platforms, while bringing together reliable data across a variety of sources to create a 360-degree patient view, and subsequent personalized engagement, a reality. With cloud data management platforms dramatically lowering typical cost and resource barriers to achieve shared data nirvana, many organizations will adopt the cloud to achieve patient-centricity.