December 14, 2016 — Blog Post
Optimizing Patient Engagement Using Effectiveness Data
With increased attention to value-based care and focus on population health, healthcare organizations are looking for effective ways of engaging patients outside of the clinical setting to improve wellness and address gaps in care.
Many technologies aim to improve population health, but fall short in delivering optimal engagement. And, at a time when resources are strained for most organizations, investments in information technology need to demonstrate a return on investment.
One method to optimize engagement is to evaluate engagement rates across key variables such as the age of the population, time of day of outreach, and level of message personalization on the population’s engagement. These type of analyses can be used to refine and optimize the approach so that we can enable providers to better understand their patients and enhance interventions that will drive desired patient actions.
How It Works
This is an approach we often employ with our clients at the beginning of each outreach campaign. We begin by working with them to identify key variables that may impact the efficacy of the outreach for target population groups. Key variables may include age of population, time of day outreach was sent, and communication with or without use of a personalized caller ID. Engagement rates across these parameters are analyzed to determine the optimal approach to maximize engagement.
For example, we analyzed the call records of 14 population health call campaigns that contacted 321,874 patients overdue for a flu vaccination.1 These calls explained the importance of receiving the vaccine, and collected information from patients who already received a vaccine.
We refined the call record data with based on key parameters, and were able to identify how time of day, patient age and personalized ID impacted the effectiveness of our outreach.
- Time of Day
Based on the analysis, we were able to determine that engagement rates declined considerably after 4:00pm. We have applied this learning to subsequent campaigns, suggesting that clients conduct outreach prior to 4:00 pm.
- Patient Age
In this population, we also found that patients over 65 years of age had higher engagement rates than patients under 65, across all times of day. Given our outreach is technology-based, this was a great way to identify that using technology is not a hindrance to engaging elderly populations.
- Personalized ID
Lastly, as expected, we found engagement rates were higher when the caller ID was personalized. At Emmi, creating personalized, dynamic experiences for every patient is at the center of what we do, so this data was proof that our approach is effective.
By conducting this level of analysis, we are able to help our clients understand barriers to patient engagement and we can design outreach that will address these barriers.
Similar analysis can be done with all Emmi call campaigns, and it enables us to develop an outreach strategy specifically designed to maximize engagement of the targeted population.
How are you optimizing your patient engagement strategy? Do you use effectiveness data?
Want to learn more? Contact us.
1Data from September 2015 to January 2016