Data we use

Ignite Growth Platform is powered by robust data which is regularly ingested, mastered, and enriched to drive your marketing efforts. Use these on-demand data insights throughout your workflow, from finding strategic market opportunities and building hyper-targeted audiences, to measuring campaign success and overall marketing performance.

The platform leverages data from a variety of sources to meet your needs and they are categorized as:

• Health system data - submitted by your organization, including encounter and financial data, plus a wide range of non-encounter data
• Consumer data - provided by WebMD Ignite, featuring high-value demographic and household data in your market
• Non-encounter data (also referred to as behavioral data) - can be ingested directly via API (e.g., health risk assessments), loaded via batch files (e.g., membership lists, custom activities, call center, SMS, etc.), or synced from marketing automation.

View additional details about the 3 primary data sources, including easy to reference tables that break out the type of data for each source below for the data integrations Ignite Growth Platform supports. Once ingested, disparate data for the same person is combined to create a single record for that individual. If the records have the required masterable fields (learn more) they go into 360° profiles, then run through our predictive modeling to give you a deep understanding of the Mastered Persons in your population.

Your organization decides which data sources are needed in the platform and how often they should be updated. If you have any questions about the data available to you, reach out to your Account Manager or submit a support ticket. Learn more here.

To ensure successful ingestion, use our data submission guides and templates. Each guide outlines the fields, formatting requirements, and key details for that data type.

Health system data

This set includes encounter and financial data for existing patients, pulled primarily from your health system’s EMR (some financial data may come from a separate cost accounting system). In implementation, 3 years of historical data is requested from your organization, which is then continuously added to and refreshed in Ignite Growth Platform for the insights you need. You can:

• Analyze your market by volumes, trends, and financial contribution of your patient population (in Market Planner Insights).
• Use medical history to predict who’s at risk for future health services and understand the recency and frequency of their interactions with your health system to create highly personalized communications (in Marketing Planner Insights and Audience Insights) .
• Track campaign success, including activities (e.g., form submissions) and downstream visits to calculate contribution margin and ROI (view reporting in Campaign Workflow)

Your organization may choose not to submit certain financial data, which may impact planning and reporting metrics in Ignite Growth Platform (learn more).

Consumer data

WebMD Ignite purchases consumer market list data on your behalf from an industry-leading provider. This includes high-value attributes at both the individual and household level (e.g., household income, presence of children, lifestyle niches, etc.). When matched against your health system data, this consumer set allows you to:

• Deepen what’s known about existing patients: We purchase data for all consumers in your market, including those who may already be engaged with your health system, then fill any gaps during data mastering.
• Identify non-patients (prospects): Find market targets who haven’t interacted with your health system, then build your audience and tailor your communications to drive patient acquisition.

For an additional fee, New Movers data can be loaded into your Ignite Growth Platform, so you can execute direct mail campaigns targeting consumers who are new to your market (or who moved across town) and likely seeking healthcare services nearby. Ask your Account Manager for more information.

Market list is defined by your organization during implementation, but may be refined over time; for example, additional ZIP codes can be added as new hospitals or facilities are acquired.

 

Non-encounter (behavioral) data

Ignite Growth Platform can also ingest non-encounter data associated with your health system, including responses to your campaign call(s) to action from consumers (both patients and non-patients), to expand your in-app targeting and tracking. The data sources listed below can give an even more complete view of the individuals in your market, including visibility into behaviors driven by your campaign's call(s) to action.

Non-encounter file loading behavior overview

When loading non-encounter batch files into Ignite Growth Platform, the following behaviors are observed for different file types:

• All masterable data provided
  • Member lists, Call activity, Solicitability lists, Health Risk Assessments, Form submissions, Custom activities batch files, SMS activities batch files, SMS consent batch files
    • can create or update existing Mastered Persons records
• Less than masterable data provided
  • Call activity, Health Risk Assessments, Form submissions, Custom activities batch files, SMS activities batch files, SMS consent batch files
    • can act as hard calls to action (CTAs) and can create Unmastered records
  • Solicitability lists
    • will create new Unmastered Person records
    • accept less than masterable information to update the solicitability status of ALL records (Mastered and Unmastered records) with the same email and/or phone number