I’ve written before about reviewing your organization at a data layer before anything else. I wanted to provide a simple use case to give a real world example.
Given my background in healthcare marketing, we’ll start with a hospital. We’ll map out the data coming in and out, as well as the players involved. We’re not going to talk about systems or channels yet at all. And I’m not going to split out emergency and ongoing care, just for simplicity in the exercise.
This is a Monday first pass, so there will be additions. Your ideas and additions are welcome too.
Data Review – Hospital Use Case
- Hospital Doctors
- Hospital Staff
- Customer Service
- Physician Groups/Attending Physicians
- Mission/Charity Related depending on affiliation
- Community Benefit/Outreach
- Entrance/Info Booth
- Care Stations
- Wandering staff/wandering visitors
- Facilities – Cleanliness, etc.
- Pharmacy/Retail/Cafeteria experiences
- Events – on and off-site
- Digital Presence – Search, Social, Local, Mobile
- Reviews & Search (What consumers see before they enter the hospital)
- Care Data (Monitoring, background, ongoing)
- Access Data (who is where in the facility)
- Controls/Regulatory Data (ie prescriptions, procedures, outcomes, etc.)
- Payer Status/Billings
- Digital History including Marketing – outside EHR – email, physical, etc.
- Agencies/Affiliations – Veterans/Medicare,
- Pharmacy/Food/Commisary Sales
- Gift Shop/General Store Sales
- Wait times for care/services
- Insurer Reimbursement/Consumer Responsibility
- Physician Group/Performance
- Data for ACA
- Follow-Up/Coordination with Outside Practice and their systems
- Marketing/PR and Advertising
- Social & Mobile Presence/Utility
That’s the first pass through. Now I can take this into Excel and start to map it out more, highlighting common elements.
What I’m looking for are the places of overlap, either audience, data or both. What are the opportunities to tie data together for greater utility?
What did I miss? I know I did and I’m sure I will add to it over the course of the week. Your thoughts and input are critical to helping us evolve these ideas to benefit all organizations in this age of digital disruption.