Demographic information is some of the most basic data collected from an HRA but can contain a wealth of knowledge. Knowing what information is collected and available is the first step to becoming an integral part of your overall HRA strategy and measurement.
To access Demographic data from the portal:
- Select Reports on the top menu
- Choose Demographics from the left-hand menu
- Use top filters to input Date Range, HRA type(s) and Starts/Completions
Export for Measurement and Success Reporting
Any good digital tool in your marketing kit allows for interoperability to manipulate data. For that reason, the first feature to point out is the ability to download to a CSV file. This data can be a game changer when it comes to importing HRA stats into presentations for providers or system leadership – even pulling counts when submitting for marketing awards! The basic ability to setup charts and graphs in a preferred manner can be invaluable as the time comes to set budgets and show ROI on your marketing strategy.
Identify Proper Targeting for HRA Success with Like Audiences
When developing a service line campaign, there are some aspects of targeting that seem like a given. For instance, Breast Screening promotions are targeted at women, Colonoscopies start at age 50 and Sleep problems and Diabetes tend to afflict those overweight at higher rates.
However, there may be some intricacies that aren’t quite as obvious. For example, some systems have a very high rate of Knee & Hip completions among 35-45 year olds, Diabetes HRAs perform well with young women – often because of pregnancy, and even Colonoscopy HRAs see high completions among African Americans between 40-49 years old.
Working with your Client Success Team can help identify proper targeting for HRA success. Don’t forget to review exactly who is completing HRAs (age, sex, ethnicity) to see who is actually taking the time to walk through the entire assessment.
Select the Best Leads for Completion
A beneficial feature in Demographics reporting is honing an audience to see which populations are starting and fully completing the assessment. Full contact info is not collected on a Lead unless the individual finishes the HRA, which is typically not fully measurable and actionable in your ROI reporting or CRM. While it is helpful to know what groups are responding to marketing messages – it is always best to know which groups are fully engaging with nurturing tools.
Growing up in a family of providers to critical access hospitals, she took note early on of the importance of quality healthcare and proper outreach. From there she went on the work as a marketing manager for a small system in south central Wisconsin, eventually moving into clinic management and liaison work.
In 2014, she shifted gears to the SaaS-vendor side of healthcare and spent years in the CRM space, where she worked remotely doing client work, running trainings, and developing relationships. A good portion of her time is spent face-to-face with clients talking through operational hiccups, ways to best target consumers, appropriate use of budgets and most importantly – how to measure effectiveness of marketing dollars.
Bridget has a B.S. from the University of Wisconsin – Platteville, M.A. in Public Relations from Webster University and an M.A. in Counseling from Lakeland University. She is a member of the American College of Healthcare Executives, Society for Healthcare Strategy & Market Development, and Forum for Healthcare Strategists.
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