Consumer-led care hit its stride during the pandemic. COVID-19 unlocked healthcare’s digital front door, giving patients more control over how and when they schedule and manage appointments. Unfortunately, while digital patient access has made navigating the healthcare system more convenient and flexible in many ways, consumers are discovering that one of the more frustrating aspects of the healthcare experience has failed to keep pace with scheduling, payments and other digital advances: registration.   Waiting rooms. Paperwork. Misplaced insurance cards. Confusing copays. More paperwork! A hassle before the pandemic, registration has become even more challenging for staff and patients in the context of “contactless care.” With more patients starting to come back through the door as a result of vaccination programs and rescheduled elective procedures, there’s an opportunity for providers to smooth out the kinks in the registration experience.   Vaccine “hesitancy” has exposed wider issues in patient registration Headlines suggest that large numbers of patients are fearful of being vaccinated against COVID-19. But dig a little deeper, and the issue is more complex. Many patients do want to be vaccinated, but struggle to navigate complicated registration websites, and therefore aren’t showing up for their shot. The Kaiser Family Foundation reported in January that two thirds of patients were unsure of how to access the vaccine. The high volume of patients having trouble getting the information they need is shining a light into the dark corners of the registration process, where improvements have long been needed.   Improving the patient registration process isn’t just a pandemic problem   While it’s true that COVID-19 is driving the push for online patient registration, improving the overall experience offers wider, longer-term benefits to patients and providers:   A convenient and consumer-friendly registration experience Online registration is easier, faster and simpler for patients. With 73% of consumers saying they want to manage their healthcare admin through patient portals, convenient self-service solutions are a trend that’s here to stay. (Find out more about consumer attitudes to patient access in Experian Health’s Patient Access Survey.)   More accurate patient data and fewer duplicate records When consumers are the ones responsible for entering their patient information, and when they can do it in a time and place that suits them best, that data is far more likely to be accurate. Not only does this create a better patient intake experience, it also reduces the risk of patient identity errors and duplicate records.   With a text-to-mobile registration tool, patients can begin the process with one click, and then easily verify and edit information to make sure their records are up to date and correct.   Operational efficiencies and better claims recovery Beyond the customer experience, improved registration can reduce the risk of denied claims, because the data is processed more accurately and quickly, and can be automatically verified against comprehensive datasets.   Patients can also choose to pay copay amounts upfront through online registration tools, which makes bad debt far less likely, and improves the overall revenue flow.   Safer and smoother registration during flu season COVID-19 put unprecedented pressure on registration processes. But more streamlined systems with remote, mobile-friendly registration tools will make a typical flu season more bearable for patient access staff and patients too.   Patients and staff have suffered through cumbersome registration processes for years. Perhaps one unforeseen benefit of the COVID-19 pandemic is that the days of sitting in busy waiting rooms, filling out multiple forms, will be a thing of the past? Discover how Experian Health’s patient intake solutions could help your patient access department create a registration experience that matches today’s consumer expectations.

“Experian Health’s speed and ability to speak our business language definitely impressed us,” said ACS president, Tim Anderson. “Some of the claims were valid for only a few more weeks, and we were able to submit them in plenty of time. This is the best, fastest platform we’ve seen to reconcile duplicate and data-deficient records. It really helped us achieve the best possible resolution for our clients and our company.” Acadiana Computer Systems, Inc. (ACS) was contracted with numerous labs in Louisiana to submit billing claims, primarily to Medicare, for testing that occurred in the first months of the pandemic. Unfortunately, in the chaos and scramble to offer testing services as quickly as possible in nursing homes and testing sites, the labs struggled to collect needed information to submit valid claims – in particular the Medicare beneficiary’s MBI number, or even a Social Security number. As the pandemic response progressed, a similar challenge developed around the administration of vaccines, particularly in mass vaccination sites and other off-site vaccination centers. Providers struggled to get more than a name and maybe a birthdate, address, or phone number. This left a gap in ACS’ efforts to submit private insurance and Medicare reimbursement claims on behalf of their clients. ACS worked with Experian Health and our Universal Identity Manager (UIM) platform, delivering the Experian Single Best Record (ESBR) – the matching of records through aggregation of disparate information and delivering a single record that accurately identifies separate records that belong to one person. The platform uses multiple data sources to verify, match and consolidate disparate records into one “best record.” ACS assembled the records requiring more identifying data and prepared them for secure transfer to Experian Health. Experian Health securely accepted more than 75,000 patient records and ran them through the UIM platform in 24 hours. It was critical to assign an SSN to as many individual records as possible, and to confirm an associated MBI number for Medicare billing, if applicable. Results included: 69% assigned unique records 12% identified as duplicate records With the information delivered back from the matched records, ACS had all the necessary data needed to continue the billing process. Within a week claims were submitted, expected to exceed $20 million in collections when the process is completed. The ACS group was experienced, savvy and data ready. Their expertise enabled an elegant and efficient exchange and complemented Experian Health’s capabilities. ACS expects to continue to use Experian Health’s UIM platform throughout the pandemic and also for mitigating duplicate records and preparing claims for submission. Learn more about how our Universal Identity Manager (UIM) platform can help your organization eliminate duplicate patient records.

  “The entire healthcare industry was turned upside down by the pandemic. Procedures were pushed back, insurance companies gave policy holders a lot of mixed information. It has been a mess.”   This is what one healthcare executive told us when we surveyed patients and providers on the state of patient access, in June 2021. Changing prior authorizations requirements were particularly messy, and as more patients return to care, there’s a risk they’ll become even more chaotic.   During 2020, many in-person healthcare services were canceled, delayed, or avoided for fear of infection. Now, patients feel more comfortable about returning for care. When we first surveyed consumers in November 2020, 58% said they’d wait until COVID-19 subsides before rescheduling. In June 2021, only 19% said they’d wait. Canceled procedures have dropped by half, and while the opportunity to recoup lost revenue is a relief for providers, processing prior authorizations for the sudden influx of patients is a worry.   Two thirds of providers say they find it difficult to keep track of changing pre-authorization requirements. Two in three also expect to face issues in securing authorizations for scheduled elective procedures, up from just over half last year. Embedding accurate and efficient workflows will be paramount as patient volumes rise, which means it’s time to rethink the archaic manual processes that often result in delays, errors, and non-compliance. Could automation offer a mess-free way to manage the growing challenge of prior authorizations?   Manually managed prior authorizations cost time, money, and quality of care   Even before the pandemic, prior authorizations were a thorny issue for healthcare organizations who wanted to offer the best possible care to patients, without risking denied claims. According to the Medical Group Management Association (MGMA), 80%-90% of medical groups say prior authorization requirements have grown year over year.   In an ideal world, prior authorizations protect patients from undergoing therapies that are overpriced, ineffective or unnecessary. They assure providers that they’ll be reimbursed for the services they deliver, and confirm that treatments are high-quality, evidence-based, and safe.   In reality, while prior authorizations can help incentivize value-based care, the admin and financial burden for providers is growing exponentially. Frequent changes, increasing denials, and lengthy negotiations with payers mean many providers need to employ additional full-time staff to handle prior authorizations. As the cost of drugs soars, they’re forced to lay out huge sums and cross their fingers as they wait to recoup the costs.   There was a hint of respite at the peak of the pandemic, when payers lifted many requirements, or extended authorizations already held on file. But these changes took time to filter through, and some providers continued to lose up to two entire business days per week to prior authorizations work during the pandemic.   Now, as the pandemic starts to settle, those requirements are back (and growing), and providers are scrambling to re-join the dots using their old, manual processes. As patient numbers surge, traditional manual methods for such an admin-heavy process are straining under the pressure. With so many accounts to authorize, the need for an automated solution is even more apparent.   Leveraging automated solutions for speedy, accurate prior authorizations To ensure patients get the care they need and to keep a lid on further revenue loss, hospitals and medical groups should consider tapping into automated authorizations engines. With an integrated Authorizations management system, you can initiate more authorizations in less time, run automated status checks to avoid rescheduling care, keep abreast of changing payer rules, and avoid unnecessary reworking of claims.   Users are guided through the workflow, which auto-fills essential real-time payer information. Patient information is populated by the SmartAgent feature, so pre-certification can be progressed quickly behind the scenes. Users only need to step in when clinical questions pop up. Notice of Care (NOC) generates a worklist of all pending patient encounters, to ensure that no payer notification requirements for notice of admission, observation or discharge are missed. Staff can escape the time-suck of repeatedly checking payer websites or calling up payers to verify yet again whether a patient encounter qualifies.   Say goodbye to Excel spreadsheets and lengthy calls to payers For organizations worried about rising patient numbers choking their existing manual workflows, switching to an automated system could be a timely move. Chasing paperwork is never a good use of resources, and with the lingering possibility of pandemic flare-ups, automated authorization inquiries could help minimize time spent on tedious manual tasks and running checks with payers.   Find out more about how Experian Health’s Prior Authorization software could help your organization minimize the risk of missed reimbursements, and give your team the breathing space needed to focus on maximizing support for patients returning to care.

More than 40% of patients surveyed skipped medical care in the early months of the pandemic, according to a recent study by researchers at the Johns Hopkins Bloomberg School of Public Health. Of those who needed care, 58% missed scheduled preventive care. Similar trends are observed in cancer screening, with appointments for breast, colorectal, and cervical cancers – in some cases dropping by around 80%-90% in March and April 2020, compared to 2019. Diagnostic testing for several cancers also plummeted, as did HPV vaccinations.   These trends aren’t unexpected: COVID-19 forced medical facilities to cancel or scale back services, while fear of infection and financial worries kept many patients away. But with most services operating at near-normal capacity again, and the vaccine program tipping the balance in favor of rescheduling care, preventative services are still lagging. Many patients remain reluctant to attend screening and wellness visits, despite the health risks associated with delaying care for potentially serious conditions.   Re-establishing a preventive care routine is essential. For patients, getting back on track with earlier diagnosis means more timely treatment and a better chance of recovery. It promises a better financial outlook for patients, payers, and providers alike, who all suffer higher costs when medical conditions escalate. And providers want to get their day-to-day business back on track to smooth out what has been a heavily disrupted workflow and revenue cycle over the last year.   Providers must reassure patients that returning to care is safe and necessary. Compassionate and personalized support will be key to making sure patients get the right care at the right time. Automated patient outreach strategies built on comprehensive patient data can help reverse the trends in forgone care.   How can data and automation support personalized patient outreach?   Kelly E. Anderson, one of the authors of the John Hopkins study, suggests that “physicians can mitigate some of the long-term harmful effects of this forgone care by proactively reaching out to patients who missed care, to try and reschedule the care either in-person or through telehealth.”   Automated outreach combined with easy patient scheduling platforms can help providers identify and invite healthcare consumers to get much-needed preventive care appointments back on track. For example:   Automation makes scheduling easy for patients and efficient for providers Online scheduling platforms allow patients to reschedule missed appointments at a time and place that suits them. A targeted outreach list of those patients most likely to need screening (for example, based on age, lifestyle, or health risk factors) can be used to send automated booking prompts and reminders by text message or interactive voice response (IVR). It’s simple and convenient for patients and reduces pressure on call center staff. Plus, it generates a wealth of useful real-time data on response rates to pinpoint areas for improvement.   With the right data, providers can direct patients to appropriate services For patients that can’t or prefer not to attend their usual healthcare facilities, directing them to telehealth services or alternative venues might be a good option. Similarly, patients with a medical or family history that suggests a higher risk of cancer ought to be prioritized for screening. But you can only do this when you know who those patients are, and what exactly they need. Social determinants of health can be a powerful tool to help providers determine a holistic view of patients’ clinical and non-clinical needs.   ConsumerView collates consumer data from over 300 million individuals, across multiple demographic, psychographic and behavioral attributes, so providers know more about the lifestyles and interests to be able to effectively resonate and engage. Data helps create a better patient financial experience Since many patients are worried about the loss of health insurance, outreach efforts might also involve pointing patients towards appropriate financial support. When socio-economic data reveals that a patient is struggling financially, providers can quickly check for missing coverage, offer tailored payment plans, and help obtain charity care if required.   Automated outreach can also deliver the upfront information about healthcare pricing that so many patients demand, and help staff collect faster patient payments by providing easy payment links through text and IVR campaigns. Consumer data can inform compassionate patient communications With the majority of patients opting out of scheduled appointments because of concerns about COVID-19 exposure, any invitation to reschedule care should offer plenty of reassurance about hygiene protocols. Some patients may need a gentle nudge to reschedule appointments, so if you can help them feel comfortable visiting facilities and tell them what to expect, they’ll be more likely to return.   Offering additional reassurance and support to communities who are traditionally underserved by healthcare services, or who have been harder hit by COVID-19, will be even more important. Best contact information, social determinants of health insight and ethnicity insight can support efforts to promote screening to groups who may face additional barriers to care.   With the right data, you can go beyond compassionate messages and choose an appropriate communications channel that’s the right fit for the consumer, too.   One thing that hasn’t been hindered by COVID-19 is the trend toward healthcare consumerism. Patients have a choice about which provider they use. Proactively supporting patients to catch up on missed care is a surefire way for providers to stand out as the easy choice.  

Healthcare data breaches are nothing new, but their size and frequency are increasing: CVS Health lost over a billion search records when a third party accidentally made an online database publicly accessible in March 2021. A ransomware data breach at prescription management vendor CaptureRx affected over a million patients at 17 healthcare providers in February 2021. More than 3.47 million individuals and at least 10 healthcare organizations were affected by a massive data breach at file transfer company Accellion, which spanned multiple global industries in December 2020.   Further illustrating the risks to healthcare organizations, Scripps Health in San Diego was hit with two class-action lawsuits that assert that the organization should have done more to protect patient data. If upheld, it will set a precedent for healthcare organizations to be held legally responsible for failing to protect data – to the tune of $1000 per patient. The direct monetary cost of fines and lawsuits, however, may ultimately be a secondary concern as damaged reputation is often a more difficult setback to overcome. Patients increasingly approach healthcare as “consumers” and a breach – or a poorly managed breach situation – might prompt them to look elsewhere for care. “Incidents happen every day. However, the real threat lies in how quickly and efficiently an organization can respond. This is what customers will remember. You need to be able to make prompt updates to your website, scale up call center capacity, and have answers ready when consumers need them.” The growing frequency and scale of health information breaches means it’s no longer sufficient to say, “we’re careful with our health data – this won’t happen to us.” Medical identities are extremely valuable, which makes them an attractive target to cybercriminals. In addition, the sudden increase in virtual care and remote working during the pandemic has created new vulnerabilities in data security.   A recent FBI alert that a major ransomware group is targeting the healthcare sector with phishing attacks is a cl reminder that healthcare organizations can’t relax when it comes to cybersecurity. It’s a case of “when, not if” a healthcare organization will have to deal with a breach. Prevention is the goal, but preparation is the smart strategy.   Shifting from data breach prevention to preparedness   During the pandemic, the volume of data being shared within and between healthcare organizations sky-rocketed, as providers offered more virtual care services and workforces became more distributed. While these innovations meant access to healthcare and work could continue safely, the shift to cloud-based data sharing and storage, means the data perimeter is much broader and tougher to secure – if there remains a perimeter at all. Data must be secured at the device- and employee-level now.   While prevention is better than cure, the hard truth for healthcare cybersecurity teams is that they’re increasingly likely to have to deal with a breach. Unfortunately, many organizations don’t have the technology, resources, or time to prevent breaches all the time, at every access point.   Chris Wild, vice president at Experian Health, says:   “We’re seeing an increased frequency of cyber threats across the whole industry. Hardly a week goes by that we don’t hear of a health system under attack from hackers or ransomware. The statistics show us there’s a health data breach nearly every single day, so it’s just a matter of time before it impacts any one provider, pharmacy, payer or physician group.”   Instead of focusing solely on prevention, healthcare organizations need a strategy to prepare for what happens when a breach occurs. If they don’t, they risk a long, public struggle to contain the breach, resulting in brand damage, patient loss, and financial consequences in the form of fines and lost revenue.   Building a data breach response plan   Recovering from a data breach requires a speedy and thorough response. With a plan in place, action can be taken as soon as the dreaded call comes in. Knowing exactly what needs to be done to meet HIPAA notification requirements, helps reassure consumers and regulators alike that every effort is being made to contain the breach. Not only will this help minimize fines, but it will also mitigate against the reputational damage caused by the security breach.   A breach is bad enough but compounding the negative impact of exposed data by failing to provide sufficient support to worried consumers is even worse. Wild says: “Incidents happen every day. However, the real threat lies in how quickly and efficiently an organization can respond. This is what customers will remember. You need to be able to make prompt updates to your website, scale up call center capacity, and have answers ready when consumers need them.”   A robust response plan calls for C-suite engagement, clear success metrics, and regular pressure-testing. Above all, it must be flexible to adapt to whatever size and type of breach occurs.   The best support for the worst-case scenario A data breach response plan isn’t going to prevent the breach itself, but it can help a healthcare organization take the right steps in the aftermath. Having serviced thousands of data breaches over the last 17 years, Experian Health’s Reserved Response™ program is based on real world experience and has evolved as the threats and consequences have increased. In a recent survey, clients using Reserved Response reported 15% fewer data security incidents than those who did not. Furthermore, any incidents that did occur tended to be smaller in scale.   Because the risk and impact of data breaches is trending upwards, this year Experian Health has introduced a new Reserved Response Hub. This digital, self-service tool helps to prepare and test a data breach plan, including: the new and improved 2021 Data Breach Response Guide downloadable readiness reading materials tried and tested notification templates a pre-breach incident checklist access to Experian’s full Reserved Response service, which provides support before or after a breach to ensure regulatory compliance and support for those impacted.   Reserved Response can help healthcare organizations put together a data breach preparedness plan in as little as three days.  

The pandemic dominated healthcare in 2020, but it won’t be recognized as a reason to delay complying with CMS’ price transparency mandate, which went into effect on Jan. 1, 2021. A recent study conducted by HealthAffairs indicated that 65 of the 100 largest hospitals in America had not complied as of February 2021. And new reports from CMS suggest $300 daily fines will follow if CMS warning letters have no impact, in addition to the possible public exposure of facilities failing to be compliant. There are a number of reasons why price transparency has generated so much attention – both before and during the COVID pandemic. Consumer advocates point to other transactional experiences, such as auto and home purchases, where understanding the price is complicated, but achieved. There’s been a lot of research on price transparency’s impact on patients, as well; helping consumers understand healthcare billing reduces the stress of their financial experiences. Transparent pricing makes sense in many cases for providers, too. They may benefit from patients being able to plan for the costs of care, which can result in fewer missed payments and write-offs. For these reasons and others, price transparency has been a hot topic for the last few years. The Centers for Medicare and Medicaid Services (CMS) final rule on price transparency became effective on January 1, 2021, requiring hospitals to give patients clear information about their medical costs, including a list of charges for the hospital’s 300 most shoppable services, so patients can make informed decisions. Payers are expected to provide similar pricing information beginning January 1, 2022. The spotlight on healthcare pricing seems unlikely to dim any time soon. What does this mean for providers and payers? Price transparency is here to stay There were legal challenges made against the price transparency final rule, questioning federal authority and invoking constitutional rights violations, but the DC Circuit Court dismissed the claims in December 2020. Arguments against the current mandate are not limited to disputing legal authority, suggesting that government should not interfere with private sector pricing – and that complex pricing information could create the opposite effect of confusing consumers. In fact, many providers and payers voice support for price transparency, but not as put forward by the final rule. Despite this, consumer demand for pricing clarity before delivery of services continues to grow and current government regulation is the most far-reaching attempt so far to remedy this. A few state legislatures are moving forward with their own regulations, which could prompt more local collaborations between providers and payers to clarify out-of-pocket cost estimates. Achieving the level of transparency that CMS and consumer groups hope for will be challenging, but attempts to find common ground are growing. What will price transparency look like under the Biden Administration? Since President Biden entered the White House, the trend towards transparent pricing has continued. Provider compliance has been slow – many pointing to 12 months of battling COVID as the primary reason – prompting legislative pressure to step up audits and penalties. CMS has already started issuing noncompliance warning letters and, while it may modify the ruling under a new administration, there’s no sign of any plans to reverse the policy. Consumer action groups have voiced concerns that the regulation falls short, citing the difficulty a consumer may have trying to find pricing at provider web sites. Other consumers are limited to payer-negotiated rates and have little choice but to stick with their current providers. Making information available is likely an early step toward what price transparency will ultimately look like, but making that information easy to find, understand and act on is what consumers value – and what many providers and payers say they want to provide in a more customized, less one-size-fits-all application. A marketing strategy for price transparency As patients bear more responsibility for healthcare costs, they’ve come to expect a consumer experience that affords them greater control and choice. A Pioneer Institute study found that 70% of healthcare consumers want to see pricing information before undergoing a medical procedure. Actively communicating a commitment to price transparency can be a powerful marketing strategy to attract and retain loyal consumers. Not surprisingly, this messaging resonates more with user-friendly tools to guide patients through their financial journey and make sense of charges. Many providers believe they’re complying with the final rule but may actually be vulnerable to penalties because their pricing files are in user-unfriendly formats. A web-based pricing tool can help solve for this by offering patients accurate estimates and recommended payment plans before or at the point of service. Similarly, a text-to-mobile tool, such as Patient Financial Advisor, can send automated text messages to patients with personalized estimates and bills. Keeping an eye on healthcare price transparency More tools are now available to help patients make sense of their billing and it’s becoming easier for providers and payers to create a patient financial experience that’s supportive from the start. Not only will this help patients understand their cost of care (and with that understanding likely comes better collections performance), it’ll help reduce the risk of uncompensated care ¬– and avoid penalties as the final rule takes root. The Biden Administration’s focus on consumer-friendly healthcare services will likely keep price transparency at the forefront. What that looks like over the next few years depends on regulatory and market forces, but providers and payers alike will benefit from offering solutions that make sense for their organizations and patient populations. Find out how Experian Health’s price transparency tools could help your organization with the transition.

Will handshakes become a thing of the past? Will face masks become a regular feature of flu season? Will home-working remain popular, even after workplaces re-open? COVID-19 forced some abrupt behavior changes that challenged existing cultural norms, but as the pandemic subsides, how many of these adaptations will survive?   For healthcare executives, the return to on-site medical visits raises similar questions. Healthcare consumers were already expressing an appetite for more convenience and control, and the pandemic accelerated the use of digital solutions for everything from patient access to telehealth. Being able to book appointments, complete pre-registration forms and make payments online is the new baseline.   As patient volumes start to increase, hospitals and physician groups shouldn’t take their foot off the gas with digitalization, particularly in patient intake, which doesn’t have to involve in-person contact. There’s an opportunity now to learn from what’s worked well over the last year and cement the pandemic’s digital legacy.   What does the new normal look like in patient intake? Getting back to basics with convenience and compassion Once crisis mode has passed, providers can refocus their efforts on the building blocks of an optimal health service: high quality care and a convenient and compassionate patient experience. After the uncertainty and loss of control over the last year, patients want autonomy and choice. Initiating a smooth patient journey through online pre-registration, patient portals, virtual waiting rooms and digital scheduling can contribute to this.   Many will be happy to say goodbye to piles of paper forms and long waits in the waiting room. But any digital strategy must also support those with limited access to devices and broadband or limited digital literacy. Liz Serie, Director of Product Management at Experian Health, says:   “The goal is to give patients the same exceptional experience and care, regardless of when or how they complete patient intake. Using the same tools that we know our patients are already comfortable with will help to ensure an inclusive approach.”   Digital technology can support a multichannel approach, for example, using automated dialers to make phone calls where mobile apps aren’t an option, or using patient data to segment individuals according to contact preferences. Re-engaging hesitant patients The CDC reported in September 2020 that around 40% of adults delayed care due to the pandemic. While more recent data suggests fewer patients are deferring care, some experts worry that patient volumes won’t return to normal until 2022. How can providers ease the return to care?   Online health portals were helpful in keeping people out of facilities during the pandemic – can they now serve a different purpose in reminding patients to come in for check-ups?   Patients will need clear information about what protocols to follow during patient intake and what to expect from virtual waiting rooms, as well as reassurance that the experience will be safe. Streamlining patient access with accurate data Unlocking the digital front door made logistical sense during the pandemic. It’s even more critical as patient volumes drive back up. Providers will want to review their protocols to be sure that speedy implementation has not left that door open to costly data errors. Is the right information being collected at the right time?   Consumers are looking for flexible and accurate appointment slots for self-scheduling, and they want their financial ducks in a row as soon as possible with quick authorizations and coverage checks. Getting data right first time makes for a smoother patient experience, more efficient staff workflows and fewer claim denials down the line. Preparing for an uncertain future Looking ahead, patient intake protocols will need to be flexible enough to adapt to changing patient needs, particularly if there are further waves of the pandemic. Digital solutions can help providers prepare for the unexpected and shift from a reactive response in a crisis to a proactive step towards the future.   For many providers, future-proofing the patient intake experience is also an important remedy to the financial losses suffered during the pandemic. Digital solutions built on accurate data, consumer needs, accessible information can protect against further revenue loss by giving patients reliable ways to access and pay for care, no matter what the future holds.   Medicine is built on in-person care, but we don’t need to be face-to-face to fill out forms. Patient intake is one area where “the old way” doesn’t have to return. Find out more about how your organization can build on the pandemic’s digital legacy and create a leading patient intake experience.

  More than 7 million households moved to a new county during the pandemic. Huge numbers of Americans deciding to escape busy urban centers is one unexpected side-effect of COVID-19 that’s hitting healthcare providers hard. According to a Pew Research Center study, more one in five relocated during the pandemic or know someone who did. More recent research suggests that just over half of Americans plan to move in 2021!   While fears around the risk of infection and the knock-on effect of rising unemployment prompted some to seek out quieter and more affordable areas early on in the pandemic, motivations for moving in 2021 are driven by new perspectives on what’s important in life. After a year of uncertainty, many are relocating in search of a better quality of life, remote working opportunities, or adventures someplace new.   High turnover calls for better local healthcare marketing  Whatever the reason, relocating brings significant upheaval: new jobs, new schools, a new community – and potentially a new healthcare provider. There’s a huge opportunity for providers who can make it easy for new residents to take “find a healthcare provider” off their relocation to-do lists.   As the “for sale” signs go up, the geography of healthcare use is changing. Some providers are seeing a dip in their consumer population, while others are gaining new consumers. Providers must think differently about attracting new patients to minimize the risk and impact of this high turnover. How do they find them and communicate in the most engaging way? Here, we look at how healthcare marketing strategies can help providers maintain a pipeline of new patients and inspire lasting loyalty in their existing consumer base.   Smart marketing when there’s a surge in new residents  Traditionally, providers looking to draw in new patients might rely on “new mover lists” and mailshots. But these lists don’t reveal much about who these new movers are and what they care about, which leads to generic, one-size-fits-all marketing messages. With the right data, providers can access more meaningful insights about these newcomers’ lifestyles, interests, incomes, and preferences, for a more sophisticated marketing strategy.   For example, one in ten people aged 18 to 29 are affected by pandemic-related house moves. As a healthcare provider in an area with a growing young population, it would make little sense to send mailshots that promote retirement health checks. A more relevant option might be an email or text with information about a new easy payment app or telehealth service. The more providers understand about potential new patients, the more they can customize their patient engagement strategy.   Mindy Pankoke, Senior Product Manager at Experian Health, says:   “The heavy movement patterns we expect this year mean providers must double down on acquisition strategies to maintain a healthy pipeline of new patients as consumers move into their service areas. If multiple health systems are trying to attract the same new patients, you need a clear message to differentiate your services. What’s going to resonate most? How do new patients want you to communicate with them? With the right data insights, you can reach them first with a tailored engagement experience and get the competitive edge.”   ConsumerView aids this by combining hundreds of millions of data points to reveal how patients spend their time, how they spend their money, and how they think. This includes demographic attributes, communication preferences, credit and financial information, plus insights on how individuals may be affected by the social determinants of health.  Using consumer insights to keep existing consumers happy   For regions that experience a net loss in patient numbers, retention marketing will be more important than ever. Patients have more choice now, and as providers compete to attract new members, existing patients may spot competitors’ healthcare ads and be tempted to switch too.   Consumer data powers retention in much the same way as acquisition, by allowing providers to segment patients to offer personalized communications and point them towards relevant services. For example, new research shows that patient loyalty in pediatrics tends to hinge on quality, while choice of adult care is driven by convenience. Segmenting people with young children from those without means you can focus your messaging on what matters most to them. With a supportive patient experience already available to them, those consumers will have no reason to look elsewhere.   Providers shouldn’t rule out marketing to existing patients who have moved. Though they may be in a new area, they can still access services via telehealth. Since convenience is a key motivator, reminding them of remote and virtual offerings could be a great way to retain their business. Focusing on a specific niche not widely available elsewhere is another strategy to retain clients even as they relocate.   ConsumerView is one way to leverage consumer insights to improve the customer experience through targeted outreach, regardless of location. This specialty list of consumer data from a trusted original source compiler draws together everything providers need to attract and retain patients and offer a personalized patient experience as communities adjust to life beyond COVID-19.   Contact us to find out how consumer data could help your organization market to new and existing residents more effectively in 2021.

Knowing that clinical care accounts for only a portion of health outcomes, understanding how patients are affected by social determinants of health (SDOH) continues to gain attention as a critical factor in care delivery. COVID-19 has thrust the issue even further into the spotlight, with socially and economically vulnerable groups hardest hit by the pandemic. At the same time, the expansion of telehealth services over the last year has benefited some marginalized groups, who may feel uncomfortable visiting health facilities or may, for example, sometimes face challenges finding transportation to and from their visits. What’s clear is that when it comes to mitigating the impact of COVID-19’s lingering effects, patient identities based on clinical data alone simply won’t cut it. Providers need a holistic view of patients – both clinical and non-clinical.   Many providers do not have updated contact information for the patients they want to engage, in addition to missing patient-level insights such as housing, food, access to technology, transportation and financial stability data that could help better engage patients. Given the many complicated personal and structural barriers that may exist to accessing healthcare, providers lacking SDOH data in patients’ records are risking avoidable readmissions, unnecessary ED visits, poor care quality ratings and denied reimbursements.   Understanding patient needs and preferences via lifestyle factors – like occupation and technological knowledge – helps providers improve engagement, outreach and access. The results can be game-changing.   The benefits of an enriched, more robust patient record with SDOH Improved certainty of patient needs to achieve healthy outcomes Whether it’s missed appointments, lack of engagement, deferred treatment, or failure to comply with care instructions – if SDOH is the cause, providers need to know.  An enriched patient record that includes clearly defined SDOH risks and insights to those risks is invaluable.   For example, if a patient record includes recommended engagement strategies suggesting medication delivery, or ensuring medications are with the patient at discharge, due to the patient’s difficulty accessing a pharmacy, negative outcome risk is reduced. Significant provider blind spots that might otherwise interfere with desired health outcomes can be eliminated or extensively mitigated with access to this kind of data.   Consumer data gives additional insight useful in risk stratification efforts, allowing care teams to get granular and proactive if, for example, a patient’s lifestyle makes office-hour calls impossible, or if a lack of transportation requires the patient be informed that telehealth is available. Additionally, the data can flag if the patient prefers reminders by text, voice message or email. These considerations make a difference; 80-90% of modifiable contributors to healthy outcomes for a population are regularly attributed to the social, economic and environmental factors that comprise SDOH.   Connecting the dots can improve care coordination SDOH data doesn’t just help flag general access issues; it can also help providers dig into specific challenges that may warrant referrals to community programs or additional staffing support. SDOH data may lead to the discovery that a patient is struggling to access healthy, affordable food and prompt a conversation about getting referred to an in-network nutritionist or local food partnership.   Patient-specific information can be merged with consumer databases covering a range of socio-economic data, initiating proactive conversations with patients that can solve non-clinical gaps in care.   Clarity of the “why” behind patient insights, for better communication and engagement Someone experiencing financial instability as a result of pandemic-related unemployment will expect a different financial conversation than someone who has lived in poverty for their whole life. Further, two patients with high readmission risk can have completely different social determinants of health impacting that risk.  Knowing that patients are affected by SDOH is only one piece of the puzzle. Understanding the bigger picture helps create a whole picture and enables personalized, sensitive, and helpful communication.   A turn-key SDOH solution that helps define the “why” behind the score avoids analysis paralysis and enables a quick, effective engagement strategy based on what really matters to patients. Supplementing patient surveys with consumer data is also important, as it provides deeper insights and recommendations for engagement strategies.   Of course, a connected system only works when the patient identity is accurate and tracks them from service to service. With a universal identity manager, you can have confidence that your teams are all working from a complete, current and insights-rich view of each patient.   Find out more about how Experian Health can help your organization make sense of SDOH data for better patient identity management and a more personalized patient experience.