Using Predictive Analytics to Acquire New Patients and Influence Patient Behavior

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Meaningful Use and Payment Reform Driving Healthcare Marketers to Gear Up for Expanding Roles

“MEDSEEK’s ecoSmart technology…is mission critical for hospitals and healthcare systems looking to yield high return on marketing investments and influence patient behavior.”
- Peter Kuhn, MEDSEEK CEO

As the U.S. healthcare payment model continues to move from fee-for-service to fee-for-results, providers will be reimbursed based on their ability to deliver coordinated, quality care and to ensure patient wellness. The HITECH Act’s Meaningful Use program and other mandatory government initiatives like Medicare’s Hospital Readmissions Reduction Program are placing millions of dollars in incentives and penalties at stake. This shift is driving an expansion of the role of healthcare marketing beyond the traditional one of helping to acquire new patients and cross-promoting profitable services to existing patients. In a real twist, marketers are now being looked at to develop effective campaigns to get patients engaged with their electronic medical records and to help keep patients out of the hospital.

As a result of this shift, MEDSEEK has seen an uptick in the adoption of their predictive analytics solution that enables healthcare marketing departments to better understand and segment their population base to ensure prospective and existing patients are receiving the right message, at the right time, via the right communication method. In the first half of 2012, MEDSEEK signed four new deals to deploy its ecoSmart Patient Precisioning consumer and patient predictive analytics and marketing solution. The deals consist of clients from across the United States including:

  •     Allegiance Health – Jackson, MI
  •     Anne Arundel Medical Center – Annapolis, MD
  •     Evergreen Health – Kirkland, WA
  •     Heartland Health – St. Joseph, MO

“MEDSEEK’s ecoSmart technology is instrumental to improving the healthcare financial equation — it is mission critical for hospitals and healthcare systems looking to yield high return on marketing investments and influence patient behavior” said Peter Kuhn, MEDSEEK CEO. Kuhn continued, “Progressive organizations like Allegiance, Heartland, Evergreen, and Anne Arundel recognized this need early in 2012, while other organizations are just beginning to understand how significantly the role of healthcare marketing is changing.”

Leveraging national, local and each hospital’s patient encounter data, MEDSEEK’s ecoSmart Patient Precisioning solution will employ scientific models to help the four hospitals identify individuals most likely to develop a specific medical condition or require a specific medical procedure or service, as well as individuals at risk of developing chronic disease. Using this information, MEDSEEK’s Account Management experts will assist each organization in executing campaigns to reach patients in need with the right message to elicit the desired response. This series of highly effective outreach strategies may include campaigns designed to drive patients to the appropriate place of service, to deliver patient education, to drive patients to primary care settings for appropriate screenings and interventions or to send targeted messages about prevention that will have a positive influence on establishing healthier behaviors.

Kuhn finished, “The release of the Meaningful Use Stage 2 Final Rule in August has caused the market to literally scramble for patient engagement technologies like MEDSEEK’s. What hospital executives are finding is that no other predictive analytics vendor has more experience or better science to help identify prospective and existing patients at risk, target them based on their specific medical needs, and send personalized and targeted messages to help them achieve the best outcome possible. With MEDSEEK, both patients and providers win.”

To learn more about how MEDSEEK is helping healthcare organizations find, attract and engage patients, stop by booth 209 at SHSMD, visit us at or call 1.888.MEDSEEK.

Since 1996, MEDSEEK has focused exclusively on creating a strategic patient engagement platform comprised of web, mobile, social and predictive analytic solutions designed to meet the unique needs of healthcare consumers and patients. Maximizing an organization’s existing IT investments, MEDSEEK solutions improve patient access to health information and provide convenient, self-service tools that improve satisfaction, activation and health outcomes. With MEDSEEK, hospital and health system clinicians and employees can better predict the needs of their patient population, uncover new sources of revenue, empower patients and families as participants in their care, lower healthcare costs, and provide a superior online healthcare experience that results in lasting health-related loyalty. MEDSEEK has over 200 customers representing over 1,100 hospitals including many of the top hospital systems in the United States and Canada.

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Anna Powell
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