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How a leading healthcare system eliminated duplicate records and achieved higher match accuracy

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Background

After partnering with Verato to match together Epic® (EHR) health records and marketing records from Marketo® and other sources, a leading integrated healthcare system eliminated 50,000 duplicate records and identified 31 percent more matches than previously. This proprietary Verato Match Tiers capability links records from diverse sources with distinct configurations, creating a single view of individuals across systems, leading to better patient outcomes and, in this case, saving a full day in analysis pre-work per marketing campaign.

With Verato, this health system realized an 87.5% return on the investment based only the labor that would have been required to manually reconcile the 50,000 duplicate records identified.  There were additional unquantified benefits from reduced data analysis time and capturing the more complete view of patients and consumers, including linking known patients to individuals completing Health Risk Assessments. Today, they are connecting Epic® patients and Marketo® lead lists to design digital outreach that finds the right people at the right time—offering personalized access to critical information.

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50k duplicates eliminated between Epic® and Marketo®

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31% more matches over previous approaches

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87% return on investment based on avoided labor

Challenge

Fragmented records and incomplete views inhibit marketing success

The healthcare systems marketing team struggled to manage and make the best use of patient and customeridentity records, which existed in diverse data sources that varied considerably in completeness and quality. Existing identity management solutions were inadequate and failed to match and aggregate these sources, resulting in multiple fragmented records and an incomplete view of each person. This made executing and tracking campaign effectiveness impossible.

The marketing team needed to develop more targeted marketing to engage the organization’s 7,000,000 patients and consumers through digital outreach, but the time required to manually match records was both cost-prohibitive and ultimately unreliable.

"The beauty is we’re making a difference with our patients. We’re not spending tons of time and money on the grind of mastering the data"

Vice President and Chief Medical Officer Solution

Solution

Leverage all available data to improve outreach without compromising integrity

With the initial goal of creating a complete and trusted view of each person for marketing purposes, this health system partnered with Verato to deploy Match Tiers technology. This proprietary solution allows organizations to:

  • Match records from different ‘tiers’ of reliability and completeness with distinct configurations
  • Ensure that matching data from lower tiers to the appropriate person record for marketing purposes does not compromise the accuracy of higher-tier matches used for clinical decision-making
  • Build a comprehensive view of patients and consumers using all available information, regardless of its source (e.g. thin records from marketing forms, high-quality clinical systems, etc.)

Results

Leveraging outreach to address treatment opportunities

Deployment of Verato Match Tiers™ yielded several positive outcomes for this health system, including:

Productivity boost: Valuable insights were gained more rapidly than matching marketing records against Epic® patient IDs, saving a full day of analysis pre-work per campaign and allowing marketing staff to focus on other high-value work.

Speed and accuracy accelerant: Accuracy and comprehensive person and consumer touchpoint views were significantly improved and accelerated, creating 31 percent more matches across marketing and clinical systems than the existing solution accomplished.

System cleanup: More records belonging to the same person were identified and linked, resulting in 50,000 duplicates eliminated from marketing systems.

Enhanced automation: Next-level matching of person records between the marketing automation system (Marketo®) and EHR (Epic®). For example, new Health Risk Assessment submissions in Marketo® matched existing EHR profiles in Epic® by an additional 4 percent.

Outreach advancements: Linking multiple email addresses within a single record, improving marketing outreach efficiency and effectiveness.

Ease of attribution: Increased information enabled them to attribute additional downstream clinical encounters to marketing campaigns, providing a complete understanding of its effectiveness and impact.

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