The second chapter of the eBook discusses how personas can be used to group patients with similar characteristics together to help healthcare organizations gain a better understanding of their risk and opportunity to impact clinical and financial outcomes. This process is similar to the way consumer packaged goods and retailers develop personas to understand what motivates the buying behaviors of various market segments.
By using a much broader set of behavioral and attitudinal data that includes factors such as ZIP Code, education level, income and other socioeconomic data rather than relying only on traditional claims and clinical data, healthcare providers, payers and life sciences organizations can create a 360-degree view of patients/members that delivers deeper insights into how those factors affect risk and outcomes. They can then use those personas to shape programs and make decisions that more effectively engage patients/members.
"The more payers, providers and live sciences organizations understand who their audiences are and, more importantly, what drives and motivates them, the better the chances they have of creating real and lasting change through their population health management programs," said Lalithya Yerramilli, vice president of analytics for SCIO Health Analytics. "Developing personas helps uncover the underlying attitudes that can affect the success of a program, enabling healthcare organizations to base decisions on what patients/members actually do rather than what they say they will do. This provides a tremendous starting point for building predictive analytics models that will yield better outcomes."
Future chapters for the eBook will address:
- How behavioral and attitudinal analytics can help stratify patients more effectively to show where an investment in additional or focused care will have the greatest impact, both clinically and financially
- Leveraging behavioral data to improve patient outcomes based on past actions, increasing the likelihood that interventions will be made where they have the greatest impact
- How organizations can use behavioral analytics to structure programs to ensure compliance with care plans, prescriptions and/or medical device recommendations
- Determining the best approach to change management through the use of behavioral and attitudinal analytics in order to achieve goals in standardizing care
"Persona-based behavioral analytics provide insights not previously available in one-place to help healthcare organizations to better anticipate and create programs that have a higher likelihood of success," David Hom, chief evangelist at SCIO Health Analytics, said. "This chapter of the eBook will help these organizations to understand how personas can help drive decisions across the healthcare continuum that impact the quality, efficiency and cost of care more effectively than ever before."
This eBook is part of a series of chapters. To access Chapter 1, "Behavioral Analytics: Using Actions to Create Insights that Improve Outcomes", click here.
About SCIO Health Analytics
Based in West Hartford, Connecticut, SCIO Health Analytics is a leading health analytics solution and services company. It serves healthcare organizations across the continuum including over 20 provider groups and 30 health plans representing more than 90 million members, four of the top six PBMs, and clients in 30 countries for 8 of the top 15 global pharmaceutical companies. SCIO provides predictive analytic solutions and services that transform data into actionable insights, helping healthcare organizations create the understanding that drives change through care, network and reimbursement optimization as well as commercial effectiveness. SCIO's insights as a service approach supports the shift to value-based care, solving healthcare problems simply and efficiently. Visit SCIO's new website for up to date information on their product and solution offerings: www.sciohealthanalytics.com
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SOURCE SCIO Health Analytics