Teradata

In an era of consumer-driven healthcare, no payer can ignore the impact of effective communication. It’s at the center of nearly everything from customer service to disease management, pharmacy management, and patient education and wellness programs. As such, it offers enormous opportunities for improving the quality and efficiency of care delivery.

Unfortunately, many health plans can’t effectively track the results of their communication campaigns. They do know, however, that in most cases these campaigns are costly, labor intensive, limited to one channel at a time, and too inflexible to react to changing events or conditions.

All that can change with an event-based communication solution from Teradata Corporation. Identified as a leader in Gartner’s Magic Quadrant for multichannel campaign management, Teradata provides healthcare organizations with unprecedented insight into members, providers, communication channels, claims, products, and services. Our solution incorporates HIPAA compliance and privacy concerns, and is so easy to use that business and clinical users – on their own – can do ad hoc or pre-defined queries and reliable segmentation.

Most healthcare communications would be significantly more effective if they were tailored to individual preferences. 

Consider a disease management program aimed at improving the health of diabetic members. Personalization could begin with the ability to initiate proactive communications through appropriate channels whenever a call center, web site visit, or entry in an electronic health record captures a trigger event related to the member’s condition. The communication would be particularly effective if the messages and timing were based on a wealth of internal (e.g., disease state and co-morbidities) and external (e.g., key demographics) data that enables you to tailor the message to that individual. This type of personalization makes for much more effective communication that fosters reduced administrative costs, more efficient use of high cost interventions, such as Nurse Case Manager calls, and improved quality of care for diabetic members. 

Similarly, provider communications designed to foster closer adherence to evidence-based protocols or awareness of therapeutically equivalent, lower cost drugs would be much more effective if they were timelier and tailored to the provider’s preferences and workflow.

In fact, so many areas that have an impact on the efficiency and quality of care could benefit. Raising patient awareness of necessary vaccines or prenatal care. Ensuring members’ coverage matches their health status. The list goes on.

To successfully implement a communication program that reaches members and providers at the right time, through the right channel, with the right message, you face two key challenges. 

First, you need to bring together data spread across organizational silos within and outside your organization. This creates a unified view that enables you to quickly identify members’ and providers’ needs and tailor timely information that will improve the health and efficiency of care delivery.

Second, especially in an era of increased regulation and privacy concerns, you can’t bombard members and providers with irrelevant messages through inappropriate channels. Rather, you must be able to take readily accessible and actionable information and swiftly push it into highly personalized communication campaigns that meet your organization’s most important strategic goals in the most cost-effective ways.

In diverse implementations that span some of the world’s largest companies, we’ve combined personal insights with our tradition of innovation to develop five principles upon which we’ve built our solution:

Teradata ensures that you communicate with your members and providers only when they believe there’s a significant reason to hear from you, that the content and the means of communication is highly relevant, and that the communication reaches them at the right moment in time.

We’ve built our reputation on creating a single, in-depth, and up-to-date view of the target population.

Because most companies already have pieces of a relationship management solution, ours plugs readily into what already exists in your organization.

Our user interfaces provide an intuitive experience, customized for a variety of roles throughout your organization.

Finally, the Teradata solution grows easily and cost-effectively right along with your organization.

The cornerstones of our solution are the Teradata Platform and Teradata® Database, which house all the information you need for a single view of members and providers. Our Healthcare Industry Logical Data Model organizes that information using best practices for healthcare decision support.

Our relationship management applications then draw on that model and come together in Teradata Customer Relationship Management, which contains five powerful components.

Through simple, point-and-click access, our analytics enable you to acquire a sophisticated understanding of members and providers. Using predefined analyses, you enter your preferred parameters and then can quickly turn the resulting graphs into actionable communication segments.

Dialogue Management takes the results of your analyses and automatically creates campaigns – from a single communication email or direct mail campaign to multistep, multi-channel communications plans. This ability to rapidly transition from precise analyses to actual campaigns is unlike any other in the industry.

Using Dialogue Management, you can personalize communications based on an understanding of channel preferences, offer preferences, greeting preferences, and the frequency with which individuals prefer to be contacted – an understanding that grows based on individual customer responses throughout a campaign. Dashboards provide early indicators of success or failure, allowing you to take timely and appropriate corrective actions.

To keep information consistent, relevant, and timely, Interaction Management nimbly connects the analytic environment to the channel environments that include call centers and the web. Its integration throughout Relationship Manager eliminates the need for huge, expensive, and time-consuming manual integration efforts.

Once members or providers have been identified, dialogs created, and connections integrated, you still need to ensure that the right messages move through the right channel at the right time, without overload or overlap. 

Communication Optimization permeates our entire solution and allows you to automatically allocate resources appropriately and prioritize and limit contacts based on need. Through a simple user interface, this module enables that extra level of control over the process that increases response rates and makes the entire process more efficient.

Communication Relationship Manager automates and monitors the internal communication process to increase productivity and effectiveness. It includes a range of planning, workflow, and reporting tools that allows you to take full control of your relationship management initiatives.

Finally, Teradata has a full array of support services consultants in 130 countries – ready to help you implement a program that will deliver the strongest possible return on investment.

To learn more about the benefits of Teradata’s event-based marketing solution for the healthcare industry, contact your Teradata representative.