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Marketing Automation and Al: A Patient's (Future) Best Friend

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In a TEDx talk about the future of healthcare, Dr. Stephen Klasko, President and CEO of Thomas Jefferson University and Jefferson Health System says:

“In 2014, 28% of people that went to a hospital in this country (the US) were readmitted within 90 days. Now through our mathematical modeling, we were able to see what interventions would keep people from coming back. […] Now, we changed the way of doing things. We have Math to back it up.”

Even if Math is not your strength, the story is rather fascinating. It’s about machines teaming up with healthcare providers for the sake of a smooth patient’s experience. It’s nothing short of a sci-fi, unless it’s already happening.

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Pepper, a humanoid robot nurse at AZ Damiaan hospital in Ostend, Belgium June 16, 2016. Photo Credit: Francois Lenoir

 

Although we are not at a stage where humanoid robots would overtake power in our hospitals, it’s interesting to define the get a grasp of the broadness of the healthcare system. From the prevention, all the way to the diagnosis and treatment, this market provides products and care services that are typically sorted as follows: curative, preventive, rehabilitative or palliative.

As a matter of fact, the health care market in the United States of America is the largest in the world in terms of sheer market size. Let’s check the numbers, for they speak loud and clear.

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Healthcare spending as % GDP (source: Organization for Economic Cooperation and Development, 2008)

 

With 15.6% of GDP flowing to healthcare spending, the size of the market sure means that our doctors are making a rather comfortable living. But, an equally educated guess reveals a great purchasing power, a huge demand, and an opportunity for innovation.

 

Smartphones as a starting point

This is where things get interesting. For instance, today, a free mobile app called“ Gero Lifespan ” offers great assistance to its users, willing to manage their health. Through real time assessment and lifelong monitoring of key health indicators (KHI), such an app connects 3.5 billion Smartphones worldwide. It really works like magic: the App registers movements through integrated accelerometers. It then processes gathered data and provides insightful interpretation and advice.

For example, take Mr. Mexy Colin from the Gero Team. While testing the app, he excessively lacked sleep during a trip to Montenegro. The app promptly diagnosed exhaustion, even registering a shorter life expectancy, rushing him to a much-needed rest. With such incentives to a healthier life routine, the complications were mitigated within a few weeks, but the app’s potential is now more than a concept: it’s a fact.

 

Marketing Automation to improve healthcare

The great promise also comes from healthcare marketers, and precisely products like Capterra, Distribion, Pardot, Mautic or Marketo.

By using marketing automation tools to automate repetitive tasks, reduce human involvement, streamline marketing activity, and improve patient engagement, savings in time and budget would be tremendous.

In fact, recurrent problems like misdiagnosis unleash a long process of unnecessary spending and lengthy downtimes. And I know all too well that most of us relate in way. From medical tests, to a delay in treatment plans, all the way to diminished remission, and even trials, the stakes are indeed high. And here is how technology comes into play: software algorithms process colossal amounts of data much faster and more accurately than humans. They are capable of detecting patterns and even providing predictions that enhance disease diagnosis, inform treatment plans and improve the overall public health and safety.

As far as spending concerned, a report from McKinsey estimates that big data automation could save medicine and pharma up to US$ 100 Billion annually. This can be tracked down to an improved clinical trial efficiency, and an optimized decision making process through a variety of tools for insurers, regulators, physicians and patients alike.

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Free license, source: Pixabay

 

As put by Forbes magazine, healthcare systems offer an abundant stream of data. The latter also involves different storage systems, significant ownership and privacy concerns, and no established process that allows people to easily share and analyze such information. It’s about appointment reminders for patients, generating awarness for medical services, aftercare instructions to a caregiver after surgery, and internal notifications within departments: communication that can be easily channeled and managed through marketing automation products.

 

Other use cases

Marketing automation encompasses an endless ecosystem of communication and compaigning, and brings about a great promise for health givers and patients. We tried to compile a non-exhaustive list herewith:

  • Sending information on healthcare master check-up.
  • Nurturing for In-patients / Out-Patients.
  • Campaigns about general precaution and awareness.
  • Ready health check-up campaigns awareness information.
  • Segmenting the patients database and initiating follow ups.

 

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