Using PHI to Drive and Reward Patient Behavior

I’m going to say this up front. A few of you wish I were going to talk about actual pie. I’m sorry to disappoint. However, the PHI I’m going to discuss has great potential to keep you healthy.

Someone’s PHI, or Personal Health Information (also referred to as protected health information) usually refers to demographic information, medical history, test and lab results, insurance information and other sensitive data that a healthcare organization collects to identify an individual and determine appropriate care.

Taking preventative health action has been proven to keep us healthy and live longer in general. Chronic diseases can be largely preventable through the watchful eye of a healthcare team, and preventative care is pivotal to improving America’s health and keeping our rising health costs under control.

So how do healthcare providers seamlessly encourage patients who might have a million other things on their minds to go visit the doctor? By using data, of course!

It’s very easy to develop an engagement solution with both print and digital to remind patients that it is time to schedule their routine visit. This can be an automatic process with the help of patients’ PHI to drive and possibly reward “good” behavior.

My team at T/O is able to successfully and securely extract PHI from our client’s internal DMP (data management platform) on a weekly basis. Once that data is in our system, we can segment it based upon prescriptive needs. With this information at hand, we execute a weekly all channel communication strategy that leverages email, PURL’s, direct mail and ultimately a reward — in the form of a gift card — for completing the desired behavior.

Although this new communication outreach has only just begun for this provider, the results so far have shown a noticeable increase in preventative appointments. Only the future will tell if we are improving America’s health, but I think it’s safe to say we are doing just that – and all with a steady flow of PHI.

We have other tools in our toolbox that can help you leverage your data to achieve your communication goals as well. Check out our page of awesome case studies to learn more and then reach out to me to talk.