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Roswell Park Cancer Institute uses LexisNexis® MarketView™ for Precision Physician Outreach
Technology Category
- Analytics & Modeling - Data Mining
- Analytics & Modeling - Predictive Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Healthcare & Hospitals
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Data Science Services
- System Integration
The Challenge
With ever-tightening reimbursements, providers around the country are competing for patient volume to sustain their organizations. Through physician outreach programs, one health care provider attempts to attract referrals from other providers in the same service area. Physician outreach programs can be inefficient and wasteful if they aren’t targeting the right kind of practitioners. This can waste time for the physician liaison, prospective referring physician and lead to wasteful spending for ineffective outreach. Without data to support and focus outreach efforts, Roswell Park had an insufficient view of the practitioners who were seeing and treating patients they wanted to attract. This lack of insight created operational waste and inefficiency. Physician liaisons couldn’t differentiate between an ideal practitioner relationship and a less essential one. When all practitioners looked the same from an outreach standpoint, it was difficult to prioritize time and outreach expenditures. Roswell Park recognized a need for data to help them prioritize their physician outreach efforts and ensure they were targeting the most appropriate practitioners.
About The Customer
Roswell Park Cancer Institute (RPCI) is the nation’s first cancer center, established in 1898. Located in New York, RPCI is renowned for its multi-disciplinary approach to cancer care, which necessitates frequent interactions with providers across the state. The institute has a robust physician outreach program aimed at driving referrals to their cancer program and strengthening relationships with other medical practices and practitioners. As a model for cancer research institutions and treatment facilities, RPCI continues to demonstrate resilience and sustainability by recognizing the importance of data-driven decision-making. The institute's commitment to leveraging advanced data analytics to improve operational efficiency and patient care makes it a leader in the healthcare industry.
The Solution
Roswell Park Cancer Institute turned to LexisNexis MarketView, a claims-based market intelligence product, to address their physician outreach challenges. MarketView provided Roswell Park with access to a vast repository of deidentified medical claims, which included diagnosis and treatment data from various practitioners. This allowed Roswell Park to gain insights into the networks of surgeons and understand the origins of specific types of referrals. By evaluating the breadth, depth, and flexibility of the medical claims dataset, Roswell Park determined that MarketView was the best fit for their needs. The Business Development team at Roswell Park used MarketView data to uncover blind spots, improve precision in targeting, and refine their outreach messaging. MarketView identified which practitioners outside of Roswell Park were treating the types of patients targeted by the institute, allowing them to focus their outreach efforts on high-value providers. Additionally, the flexibility of the data enabled Roswell Park to conduct more granular targeting and tailor their messaging based on physician loyalty metrics. This comprehensive approach helped Roswell Park improve the efficiency and effectiveness of their physician outreach program.
Operational Impact
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