Influence Health provides the healthcare industry’s only integrated digital consumer engagement and activation platform. The Influence Health platform enables providers, employers, and payers to positively influence consumer decision making and health behaviors well beyond the physical care setting through personalized and interactive multi- channel engagement. Since 1996, the Birmingham, Alabama-based company has helped more than 1,100 provider organizations influence consumers in a way that is transformative to financial and qual- ity outcomes.
Healthcare is a personal business. Each patient’s needs are different and require an individual response. On the other hand—as the cost of providing healthcare services continues to rise—hospitals and health systems increasingly need to harness economies of scale by catering to larger and larger populations. The challenge then becomes providing a personalized approach while operating on a large scale. Influence Health specializes in helping its healthcare sector clients solve this challenge by getting to know their existing and potential patients better and targeting each individual with the right health services at the right time. Advanced predictive analytics technology from IBM allows Influence Health to help its clients discover the factors that have the most influence on patients’ healthcare decisions. By assessing the propensity of hundreds of millions of prospects to require spe- cific healthcare services, Influence Health is able to boost revenues and response rates for healthcare campaigns, improving outcomes for its clients and their patients alike.
Targeting the Savvy Consumer
Today’s healthcare industry is becoming more competitive than ever before. If the utilization of an organization’s services drops, so do its profits. Rather than simply seeking out the nearest hospital or clinic, consumers are now more likely to make positive choices between healthcare providers. Paralleling efforts common in other industries, healthcare organizations must make more effort to market themselves effectively to both existing and potential patients, building long-term engagement and loyalty.
The keys to successful healthcare marketing are timeliness and relevance. If you can predict what kind of health services an individual prospect might need, you can engage and influence them much more effectively for wellness care.
Venky Ravirala, Chief Analytics Officer at Influence Health, explains, “Healthcare organiza- tions risk losing people’s attention if they bombard them with irrelevant messaging. We help our clients avoid this risk by using analytics to segment their existing and potential prospects and market to them in a much more personal and relevant way.”
Faster and More Flexible Analytics
As its client base has expanded, the total volume of data in Influence Health’s analytics systems has grown to include over 195 million patient records, with a detailed disease encounter history for several million patients. Ravirala comments: “With so much data to analyze, our existing method of scoring data was becoming too complex and time-consuming. We wanted to be able to extract insights at greater speed and accuracy.”
By leveraging predictive analytics software from IBM, Influence Health is now able to develop models that calculate how likely each patient is to require particular services and express this likelihood as a percentage score. Micro-segmentation and numerous disease-specific models draw on demo- graphic, socioeconomic, geographical, behavioral, disease history, and census data and examine different aspects of each patient’s predicted healthcare needs.
“The IBM solution allows us to combine all these models using an ensemble technique, which helps to overcome the limitations of individual models and provide more accurate results,” comments Ravirala. “It gives us the flexibility to apply multiple techniques to solve a problem and arrive at the best solution. It also automates much of the analytics process, enabling us to respond to clients’ requests faster than before, and often give them a much deeper level of insight into their patient population.”
For example, Influence Health decided to find out how disease prevalence and risk vary between different cohorts within the general population. By using very sophisticated cluster analysis techniques, the team was able to discover new comorbidity patterns that improve risk predictability for over 100 common diseases by up to 800%.
This helps to reliably differentiate between high-risk and very high-risk patients—making it easier to target campaigns at the patients and prospects who need them most. With insights like these in hand, Influence Health is able to use its healthcare marketing expertise to advise its clients on how best to allocate marketing resources.
“Our clients make significant budgeting decisions based on the guidance we give them,” states Ravirala. “We help them maximize the impact of one-off campaigns—such as health insurance mar- ketplace campaigns when Obamacare began—as well as their long-term strategic plans and ongoing marketing communications.”
Reaching the Right Audience
By enabling its clients to target their marketing activities more effectively, Influence Health is helping to drive greater revenue and enhance population health. “Working with us, clients have been able to achieve return on investment of up to 12 to 1 through better targeted marketing,” elaborates Ravirala. “And it’s not just about revenues: by ensuring that vital healthcare information gets sent to the people who need it, we are helping our clients improve general health levels in the communities they serve.”
Influence Health continues to refine its modeling techniques, gaining an ever-deeper understanding of the critical attributes that influence healthcare decisions. With a flexible analytics toolset at its fingertips, the company is well equipped to keep improving its service to clients. Ravirala concludes, “In the future, we want to take our understanding of patient and prospect data to the next level, identifying patterns in behavior and incorporating analysis with machine learning libraries. IBM SPSS has already given us the ability to apply and combine multiple models without writing a single line of code. We’re eager to further leverage this IBM solution as we expand our healthcare analytics to support clinical outcomes and population health management services.”
“We are achieving analytics on an unprec- edented scale. Today, we can analyze 195 million records with 35 different models in less than two days—a task which was simply not possible for us in the past,” says Venky Ravirala, Chief Analytics Officer at Influence Health.
Influence Health提供了医疗保健行业唯一的消费者参与和激活的集成数字平台。Influence Health平台使提供商、雇主和付款人能够通过个性化和交互式多渠道参与，积极地影响消费者决策和健康行为。自1996年以来，谓语阿拉巴马州伯明翰的公司帮助超过1100家提供商组织以对财务和质量结果转型的方式影响消费者。
医疗保健是个人业务。每个患者的需來是不同有的，需要个人的相应。另一方面，随着医疗保健服务的成本不断攀升，医院和卫生系统越来越需要通过适应越来越大的人口规模来利用规模经济。接下去的挑战就是在大规模运行时提供个性化的方法。Influence Health致力于帮助其医疗保健行业的客户解决这个挑战，更好地了解其现有和潜在的患者，并在适当的时间针对每个人提供适当的健康服务。来自IBM的高级预测性分析技术允许Influence Health帮助客户发现对患者医疗保健决策影响最大的因素。通好能够提高医疗保健活动的收入和响应率，改善其客户和患者的结果。
Influence Health首席分析官Venky Rvirla解释说:“如果医疗保健组织用不相关的消息对他们进行轰炸，就有失去人们注意力的风险。我们帮助客户通过使用数据分析来将他们的现有的和潜在的秦静区分开来，以更加个性化和相关的方式向客户进行营销，从而避免这种风险。”
随着其客户群扩大，Influence Health分析系统的数据总量已经扩大到包括1.95亿个患者记录，并为数百万患者提供了详细的疾病相关历史。Ravirala评论说: “有这么多的数据需要分析，我们现有的数据分析方法变得太复杂和耗时了。我们希望能够在更好的速度和准确度前提下提供洞察。”
通过利用来自IBM的预测性分析软件，Influence Health 现在可以开发模型来计算每个患者需要特定服务的可能性，并以百分比表示这种可能性。微分割和许多疾病特定模型利用人口统计、社会经济、地理、行为、疾病史和人口普查数据，并检查每个患者的预测医疗保健需求的不同方面。
这有助于可靠地区分高风险和极高风险的患者，从而更容易将业务活动定位在最需要医疗服务的患者和潜在客户身上。通过这些洞察，Influence Health 能够利用其医疗保健营销专业知识向客户提供如何最佳地分配营销资源。
“客户根据我们给予的指导，做出重大的预算决策，”Ravirala 说。“我们帮助他们最大限度地发挥一次性活动的影响，例如奥巴马发起的医疗保险市场运动( health insuratmarketplace campaign)，以及他们的长期战略计划和正在进行的营销传播。”
Influence Health继续改进其建模技术，对影响健康决策的关键属性进行越来越深入的研究。凭借灵活的分析工具集，该公司有能力不断改进对客户的服务。Ravirala总结说:“未来我们希望将患者和潜在客户数据的理解提升到一个新的水平，识别行为模式并与机器学习库中的分析结合起来。IBM SPSS已经给了我们在不编写代码的情况下应用和组合多个模型的能力。我们渴望进一步利用这个IBM解决方案，因为我们扩展了医疗保健分析，以支持临床结果和人口健康管理服务。”
“我们以前所未有的规模实现分析。今天，我们可以在不到两天的时间内分析35个不同模型的195万条记录，以前这对我们来说根本是不可能的。”Infuence Health 的首席分析官Venky Ravirala说。