How data is updated in your platform

Ignite Growth Platform leverages data from a wide range of sources to fuel your marketing efforts. So how do we bring in that data, and what do we do to turn those raw records into actionable insights? Here’s a high-level look.

Ingest

During implementation of your platform, the initial data files are loaded and once implementation is complete, the data is regularly refreshed and added to on a schedule set by your organization.

So data from your health system, consumer data supplied by WebMD Ignite, and non-encounter data  are ingested into your platform through the pipeline and stored in the data platform..

Reach out to your Account Manager if you have any questions about the data available to you and how often it’s updated.
 

Master

Once ingested into Ignite Growth Platform, the disparate data sets are combined and when at least first name, last name, Address1, and ZIP code information is ingested, the data is  matched to an existing mastered persons record or creates a mastered persons record - if one doesn’t already exist. Then all  mastered persons records are run through our proprietary householding process, which identifies and groups those at the same address and with the same last name.

This mastering process creates a single, 360-degree profile for  individuals (patients and prospects) aged 18+ in your population and pediatric patients ages 0-17.

The mastered persons records are available to activate and inform your marketing strategies as you are able to:  

• Understand who is truly unique: For example, we can tell whether 3 records for "J. Smith," "John Smith" and "Jonathan Smith" are actually the same person by checking secondary data. Depending on the outcome, those records are then either combined into a single profile or established as separate profiles. Learn more about our mastering rules.
• Expand your view of each person: By matching their behavioral data (including activities driven by your campaigns) and consumer demographic data (including high-value attributes like household income, presence of children, etc.) with their health system data , you have a deep understanding of the individual to deliver highly personalized communications.

• Market to them more efficiently: Reduce direct mail costs by targeting an entire household or reach key decision makers in the household, including parents of minors for pediatric campaigns.
   

  

  Data that doesn’t have enough demographic data for a mastered record, but does have an email address and/or phone number, an unmastered record is created. These records are available for retargeting and lead nurturing (with newsletters, brand awareness campaigns, or HRA lead retargeting, for example).

  
   

Enrich

After mastering, Ignite propensity models are applied to each mastered person record, including more than 250 unique predictive models  which calculate and assign a score to indicate the person’s need for healthcare services over the next 12 months. These models are built on the largest data set in the healthcare industry (over 1 billion anonymized encounter records), and the longest learning time (more than 30 years), giving you insights to create hyper-focused, personalized marketing.
 

Access

When  the data has been mastered and enriched or used to create unmastered records, it’s then placed at your fingertips to use throughout Ignite Growth Platform:

• Analyze your market for strategic growth opportunities with in-depth analytics
• Target the right audiences using criteria from the database, then create highly personalized communications
• Target leads using unmastered records via email or outbound calls to begin building and nurturing a relationship
• Track the success of your campaigns across channels and optimize performance with real-time reporting