Patient data, micro-moments, and the future of healthcare

July 28, 2020
David Lee

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Healthcare has made many strides in technology and digital tools, but where it’s lacking is in properly using healthcare data. Specifically, patient data. When patient data is effectively used, it makes the healthcare experience far better for the people seeking care and can improve their outcomes. Properly using healthcare data can also improve operations for providers, payers, and other healthcare companies.

What do we mean by patient data?

When we’re talking about patient data, we’re not just talking about PHI (Protected Health Information) or PII (Personal Identifiable Information). There are other types of data that fall under “Patient Data” that aren’t subject to HIPAA regulations. Some of the first things that come to mind are search queries that users are putting into an app. What are some insights that we can gain from analyzing the keywords our users are searching for? Using that data, how might we come out with predictive models to better inform other users?

We can even drill down further into the patient’s journey by looking at anonymized claims and reimbursement data. How might we aggregate this data set at a national level to see if certain patient groups are receiving affordable care that matches quality outcomes? What are some risk factors associated with certain lifestyle choices and demographic information that we can educate patients around? These are just some of the questions that can be answered through quantifiable data.

How does healthcare actually improve from patient data?

Let’s look at a big picture example. NHS (National Health Service) in the UK aggregates data from everyone, they take that data, hire an analytics company, and predict the likelihood of certain outcomes for patients who might be “at risk”. Seeing this data, the providers and facilities are now empowered to meet with these “at risk” patients and encourage them  to be proactive about their health.

Now let’s take a look at a more specific example. Say that you had a 3:00pm appointment at a physician’s office. At 3:30pm, a healthcare  app notices that you’re still active on your phone and will assume that you’ve been waiting for at least 30 minutes to be taken into an examination room. At that moment, the app pushes a notification asking that you leave a review about “wait time” for your current visit. This is an example of leveraging micro-moments. There are moments that stay relevant in your mind for a brief second before other information starts to distract you from taking action on them. Going back to the previous example of you waiting for 30 minutes to be seen by a provider, if you had taken action on leaving a quick star rating around your “wait time,” that data could have greatly improved the healthcare that other patients would receive.

So who would be using this data?

If we’re focusing on how a patient’s outcome can be improved, then every constituent who’s  a part of a patient’s medical journey (providers, payers, patients, and other healthcare companies) needs to have the ability to properly leverage the data. With the patient’s consent, this data would be shared in a way that reduces waste,  improves efficacy, and encourages more active buy-in and engagement from the patients themselves. Rather than being reactionary, we have to encourage patients to own more responsibilities around proactive measures that can help reduce the risk of certain conditions.

What creates sticky behaviors? What are some aspects of a patient’s life that healthcare companies can insert themselves into and provide value adds? How can a healthcare company stay relevant in the day-to-day lives of their users so that when a medical need arises, the user is fully aware of the steps that need to be taken to get to a resolution? It’s on the healthcare companies to ideate and build out features that help encourage these types of behaviors, perhaps through different mediums. An example of a medium that’s gaining more traction in the market today is wearable technology.

Sounds great, why aren’t we using this data?

There are a few barriers, but nothing impossible to overcome. One thing that patients and even healthcare professionals worry about is identity protection. From a healthcare perspective, you always want to comply with HIPAA. For patients, there’s a fear of their data being used irresponsibly or even being stolen. However, it’s easy to anonymize PHI and PII so that data collected isn’t tied to a specific person. One way to encourage patients to be open to sharing health data is through transparency; being able to assure that data is stored properly and used effectively. Offering philanthropic or altruistic drives can also encourage people to share health data, because then they can see the societal benefit they are contributing to.

Final thoughts.

With the current state, providers can sometimes feel like they’re part of a protected category because they’re the subject matter experts used to patients just receiving information from them—not this back and forth dialogue that we usually expect when it comes to other service models. We want to leverage patient data to empower those said patients to have better relationships with their medical providers & facilities by creating  accountability on both ends.

At the end of the day, the more data that patients and their healthcare providers and payers can effectively utilize, the better the patient’s healthcare experience will be.The entire point of healthcare is to help people live their most optimal life. Properly using patient data can get us there faster and easier.

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Discover what health plan members had to say about the value of patient advocacy in our survey.

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Discover what health plan members had to say about the value of patient advocacy in our survey.

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