Data collection and coding is essential to the future of patient relationship management, healthcare content creation and more. Robin Rogers, a healthcare data expert, shares her insight on this industry trend with Orange Label Agency Principal Debbie Nagel on The 19: Healthcare.

 

The 19: Healthcare – Episode 9

There’s Power in Numbers

MUSIC intro

Recorded Intro:

This is The 19. In 19 minutes or less, game-changing Insights in Healthcare from Orange Label, the leading response marketing agency for established brands that are driven by a fearless entrepreneurial mindset.

Host Intro:

Hi! I’m Debbie Nagel, Agency Principal at Orange Label. I just celebrated 26 years our agency. I know that’s a rarity these days. Being in the industry for over 30 years it’s interesting to look back on the marketing trends that have sort of fizzled out and the others that have really stood the test of time. One of the trends that has increasing become important is the influence of data collection and analysis on marketing strategies. More than 63% of marketers have increased their spend on data-driven marketing and one-third of marketing industry professionals say that data collection technologies are essential for better understanding their core audience. Data is particularly useful for healthcare marketers because it allows them to build stronger relationships with their patients. Tracking patient outcomes and delivering useful, personalized content are just a few of the benefits that come with healthcare data collection.

However (and this is a BIG however), there are some caveats that come with data collection, especially when it comes to patient information. Guidelines determined by HIPAA have set a new precedent for patient privacy, and one misstep could result in major fines or even worse. To help us navigate these healthcare topics and more is Robin Rogers. Robin is a healthcare professional with over 25 years of experience in the healthcare industry. She has worked for some of the biggest healthcare brands in the country, including Health grades and the MD Anderson Cancer Center at the University of Texas. Also, a fun fact, she also happens to be my sister! Robin, welcome to The 19 – and thanks for joining us!

RR: Oh I’m Happy to be here thank you for the introduction.

****

HOST:

So let’s start out with you telling us a little bit about your career in healthcare.

RR: Sure ahum, I began my career at a small preferred provider association, or some know it as a PPO in Houston, Texas. I moved on to work with other carriers, hospital systems, a healthcare consumer rating tool, and now with a major health service company private exchange here in Denver, Colorado.

HOST:

Wow, that’s a lot of experience in different areas of that healthcare industry. What’s your opinion on the role that patient/consumer data plays in marketing and advertising, with health care providers being able to target consumers and the community at large?

RR: That’s a great question. Data allows companies to target marketing efforts ah, of course always with HIPAA in mind as you mentioned in the opening. And really providing relevant content to consumers as you know in print or on line. HIPAA regulations can make it a little bit more difficult as data starts to expand. So often seeing broader communications for audiences in areas like urgent care centers, or hospitals, even emergency rooms have become more common we have seen. Ah, and more than educational approach about which services that a patient will have savings at, has become a key in customer satisfaction.

HOST:

As someone who has managed healthcare data collection and operations,