Despite the numerous benefits, patient segmentation comes with its own set of challenges.
In this use case, we'll discuss how providers can segment patient populations based on realtime data from disparate systems.
Segmenting Patient Populations with Clinical and Non-Clinical Data
A customer data platform that unifies data across disparate platforms
Precise targeting and personalization
By segmenting patients based on variables such as disease type, health behaviors, social determinants of health, and risk factors, providers can develop targeted intervention strategies and care plans. This approach not only improves patient engagement and satisfaction but also optimizes resource allocation, thus bolstering the overall efficiency of the healthcare system.
Despite the numerous benefits, patient segmentation comes with its own set of challenges. One of the main obstacles is the availability and quality of data. For instance, clinical systems may not contain the same information that exists in the marketing platform, leading to incomplete or inaccurate patient profiles.
Inaccurate, incomplete, or out-of-date data can lead to incorrect patient segmentation, ultimately affecting the quality of care. Moreover, privacy concerns surrounding the use and sharing of personal health information can also pose significant issues.
Compounding the issue, marketing data sources such as cookies and third-party data are progressively losing their reliability. Consequently, segmentation, personalization, and engagement will increasingly hinge upon first-party data.
Finally, implementing a comprehensive patient segmentation strategy requires substantial resources, including advanced analytics capabilities and trained staff, which may not be readily available in all healthcare settings.
To effectively address this use case, leveraging the capabilities of a Customer Data Platform (CDP) such as Salesforce Data Cloud is crucial. This empowers the referencing of accurate and up-to-date data from the source of truth, including EHRs, insurance platforms, and marketing tools. By doing so, a comprehensive patient view can be formed.
Providers can then segment the database based on various factors, such as demographic information, health history, and insurance details. Consequently, they are able to analyze patient populations according to a range of clinical and non-clinical attributes, enabling precise targeting of specific groups.
By harnessing the power of a CDP like Salesforce Data Cloud, healthcare providers can enhance their ability to address this use case with accuracy and efficiency.