Terms to know
| Term | Definition |
|---|---|
| Active utilizer | An individual who receives a push communication, and then completes a call to action (CTA), for exampe, submits a form, and has a downstream visit meeting the campaign objective. An individual who receives a push communication, does NOT complete a call to action, and has a downstream visit meeting the campaign objective is a Passive utilizer. |
| activities | The combined communication activities and response activities associated with a campaign. For example, a form or health risk assessment submission. |
| aggregated data | Data in a compiled format, done by WebMD Igniteor provided by a 3rd party. Often the data is grouped per time/date when the activity occurred rather than per individual. Since this aggregated data is not at the individula level, it cannot be matched to individual records. |
| attributable | Visits and financial value that would not have happened without the marketing campaign (attributed push channel value + attributed pull channel value). |
| Attributed Financial Measure | Same as Attributed Financial Value. Used to calculate ROI. Pull channels: 100% of the dollars associated with a patient who had visits meeting the objective. Push channels - Active Utilizers: "Hand raisers" - 100% of the dollars associated with a patient who had visits meeting the objective. Push channels - Passive Utilizers: % of Total financial value associated with visits meeting the objective based on control group methodology. |
| Attributed Financial Value | Same as Attributed Financial Measure. Used to calculate ROI. Pull channels: 100% of the dollars associated with a patient who had visits meeting the objective. Push channels - Active Utilizers: "Hand raisers" - 100% of the dollars associated with a patient who had visits meeting the objective. Push channels - Passive Utilizers: % of Total financial value associated with visits meeting the objective based on control group methodology. |
| Attributed Patients | Incremental utilization, or number of patients the campaign has driven to your health system over and above what would be seen had the campaign not been executed. Control group methodology is used to calculate attributed patients for push channels. Learn more. |
| Attributed Pull Channel Value | All downstream visits meeting the campaign objective are considered attributed because the individual expressed a direct interest in the marketed services through an active engagement or call to action. |
| Attributed Push Channel Value | “Hand raisers” (individuals who placed a call or filled out a form) removed from the control group comparison and all downstream visits meeting the campaign objective are attributed PLUS utilization from the marketed group that exceeds utilization by the control group. |
| Audience Insights | Module used to create your target audiences. Learn more. |
| Audience Groups | When the Overall Audience in your target audience is subdivided into smaller, more granular groups of individuals. Audience Groups allow you to further define groups of individuals so you can more intentionally target and personalize your marketing message to the groups.. Learn more. |
| behavioral data |
Also called non-encounter data. When loaded into the platform, it can be used to learn more about the behavior and activities of individuals in your market - including patients and consumers with a Mastered Patient record. If not all masterable data is provided to match to an existing record, and Unmastered Persons record is created and can be used for retargeting and nurturing. Behavioral data can be ingested in the following ways:
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| Call Center Batch file | Send your call center data (for both Mastered and Unmastered Persons records) to be loaded to your platform. The data can be used for audience segmentation to support easy inclusion or exclusion of particular persons and reporting. View guide here. |
| campaign | Your marketing efforts to acquire new and retain existing patients. The messaging can be sent via push channels or shown via pull channels. |
| Campaign Workflow | Module used to create, set up, manage, monitor campaigns. Learn more. |
| Category code |
Indicates the level of risk, by risk model, that an individual has for a disease or condition against a national percentile. Category codes are used in combination with a Consumer or Patient Risk model to identify individuals who are at a certain risk level for a specific disease or condition. The category codes are defined as follows, with '7' as the highest level of risk (by default, codes 4-7 or the top 9% at risk, are set as the default for both Consumer and Patient Risk models - in bold):
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| channels touched | The marketing channels where individuals were exposed to the marketing message. A channel is considered touched if an identified individual has one or more communication activities occurring on that channel - email clicks, form submissions, etc. |
| communication activity | The distribution of the campaign's marketing message through a marketing channel where your health system explicitly contacts individuals or the display of ads in digital marketing (paid search, display, etc.). |
| Consumer Risk models | One of two types of proprietary WebMD Ignite predictive health models designed to identify the health needs of 18 years of age and older patients and non-patients over the next 12 months. The other type of predictive health model is Patient Risk models. Learn more. |
| contribution margin (CM) | The net reimbursement you expect to receive for patient visits after taking into account costs for providing patient care. Expected CM calculates based on expected reimbursement, while Actual CM reports on actual reimbursement. Learn more. |
| control group | Also referred to as the enterprise control group. A designated group of households (approximately 10% of the database) who are never contacted as part of marketing campaigns executed out of Ignite Growth Platform. The control group behavior is compared to the response activities of the campaign’s identified individuals to calculate incremental ROI. WebMD Ignite control group methodology supports attributing activity to Ignite Growth Platform campaign marketing efforts. Learn more. |
| cost | Dollar amount invested in a campaign. Critical to add to provide accurate ROI reporting. |
| cost per | The amount your health system paid to accomplish the stated metric (e.g., cost per impression, click, conversion, etc.). Calculation: investment divided by the number of times the action associated with the metric occurred. |
| cost per leaad | Number of leaads divided by investment. This can be referenced on the Reach dashboard. |
| Custom Activity Batch file | Any type of consumer behavior, including Unmastered records, loaded to the platform using the Custom Activity template. Custom activities are typically from data sources not part of the established set of data sources WebMD Ignite loads or are attendees of events (e.g., seminars) that wouldn’t be a standard data source. |
| Custom Object | A set ogf records that supplement standard contact records; allow you to store additional data in a scalable manner and link that data to a contact or account record. Used to indicate if a contact record is part of (a member) an Ignite Growth Platform audience/Eloqua segment. Learn more. |
| data ingestion | The process of obtaining/receiving data and importing it into the database. Data sources include your health system's visit data, purchased market (consumer) list data, email activity from Eloqua, etc. Learn more. |
| Data Source Requirements | WebMD Ignite provides data source requirements that outline the format your health system’s data sources must follow so we can load the data and make it available for use in the platform. Download our latest Data Submission Guides. |
| Date Sent | For direct mail, the manually entered date when your platform begins tracking the individuals in the target audience for response activity. Entering this date is required for ROI reporting. |
| deceased | The deceased flag on an individual’s record is influenced by both our vendor’s deceased enhancement and deceased status identified in client-provided medical data (either through overt deceased information or deceased discharge disposition). The deceased enhancement is processed monthly and clinically based deceased flagging is processed when new encounter data is loaded. |
| digital leads | Activities captured from any digital channel attribution. You can reference this data in the Reach dashboard. |
| direct mail | A marketing channel where the distribution method for the marketing message is mail. |
| display | A marketing channel where the distribution method for the marketing message is online display ads. These ads display to individuals navigating the web. WebMD Ignite does NOT support data ingestion from the third-party vendor Google AdWords but you can view reporting in your organization's Google Analytics account. |
| Eloqua segment | Eloqua's term for audience; a recurring nightly process updates Eloqua contact records with individuals’ membership statuses - either Yes or No - as individuals can qualify (be added to the segment over time) or disqualify (be removed from the segment over time) for Ignite Growth Platform’s target audience (and audience group) criteria. |
| A marketing channel where the distribution method for the marketing message is email. WebMD Ignite offers a pre-built integration with Oracle Eloqua, a third-party marketing automation tool, for email. | |
| Encounter data | Data submitted in this format are loaded and to the Ignite Data Platform and made available in Ignite Growth Platform for audience segmentation and reporting. View guide here. |
| Enterprise control group | See control group. |
| facility | A business location that can provide medical services or represents a group of medical providers; can be used in targeting and campaign objectives. |
| Fully Mastered Persons | See Mastered Persons. |
Green shield  |
Icon displayed when a target audience includes ONLY Mastered Persons records. Users can communicate with confidence and targeted messaging (based on individuals’ risk levels, relationship with your health system, etc.), since Mastered records have more complete data so are known invidivuals. |
| Hand raisers | An individual who actively completes any call(s)-to-action (e.g., form submission) from either a push or pull channel communication and has downstream visits meeting the campaign objective. Another name for it is Active Utilizer - which is to differentiate from Passive Utilizer - who receive a push channel communication and don't actively engage with the message (e.g., complete a form) but has downstream visits.Learn more - Channel attribution and ROI methodology lessons in Ignite Academy. |
| Head of Household (HoH) | During the householding process, WebMD Ignite assigns a HoH to each household using proprietary logic based on age and gender. The person from the highest group (lowest numerically) is set to be the head of household. If multiple people are found in the same group, then one is arbitrarily assigned. Learn more. |
| Health risk assessment (HRA) |
Survey or health quiz that oses a series of questions designed to help better understand one's current health status and risks. Whether using Ignite’s own HealthAdvisors solution or a 3rd party’s HRAthe platform uses the submitted information as follows:
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| hg_id | A system assigned unique master value number for each individual. This number is used to tie communication activity and response activity back to the individual. |
| household | A grouping of one or more individuals who reside at the same address. Learn more. |
| household_number | A unique id assigned to a household. |
| household retention | Of households with visits in the current year, the percentage that also had visits the prior year. To determine this percentage, WebMD Ignite created a national average using proprietary historical data. |
| identified individuals | Individuals for whom we have enough information (a standard set by WebMD Ignite) to match to existing or create new unique records in the database. Identifying individuals and connecting them to unique records in the database allows your solution to track them for downstream visits and revenue, which we attribute to a specific campaign. See Fully Mastered Persons records and Mastered Persons record. |
| impressions |
Instances when your marketing message is in front of individuals (identified and unidentified), not deduplicated so includes any time/all times the same individuals saw the message. The method by which an impression occurs and is counted varies per marketing channel, as follows: Direct mail: An impression is counted for every individual in direct mail lists created from target audiences attached to the campaign and for which you entered a Date Sent. Email: An impression is counted when email activity is received from marketing automation. Outbound call: An impression is counted every time call activity is received (via your call center data) for individuals in outbound call lists created from target audiences attached to the campaign. Excludes calls resulting in no answer, busy signal, failure, or cancellation. Paid Search/Display: Google AdWords/Google Analytics data not supported in your platform but you can view in your organization's GA account. |
| inbound calls | Phone calls made to your health system (or 3rd-party call center working on your behalf) using a tracked phone number from your marketing message.The platform uses information gathered during calls to either match them to existing Mastered Persons records in the database or to create an Unmastered record. If a telephone number is used as part of a campaign’s call to action, it must be added to Tactics & Tracking in Campaign Workflow to attribute the calls as leads, and, for matched leads (identified callers) and their downstream visits/revenue to the specific campaign. |
| investment | Used interchangeably with Cost. The total amount your health system paid to execute a campaign; investment, which must be manually entered into the platform and required to calculate a campaign's ROI. Your platform determines your total investment based on the costs recorded per channel in the Cost Schedule. |
| leads | Any and all activities associated with a call to action (from any activity type such as form, call, HRA, etc.) - from both Mastered and Unmastered Persons records. |
| Lower-confidence linking | Logic used to include Unmastered records in campaign reporting which matches Unmastered records to Fully Mastered Persons records based on a match score algorithm. Learn more. |
| market area | A custom service area comprised of the ZIP codes your health system provided during the implementation process. It can be changed/added to/updated as needed. Submit a support ticket to get help. |
| Market Planner Insights | Module used to identify opportunities in your market by analyzing consumer and patient data. Learn more. |
| marketing channels | The distribution method used to convey a marketing message to consumers. WebMD Ignite currently supports full data ingestion (impressions to conversions to visits) for the following channels: direct mail, email from Oracle Eloqua, outbound call, etc. You can get reporting on all supported channels (including paid social and others) where you've set up tactics and tracking and used the trackable URL generated in Ignite Growth Platform. |
| Mastered Person | Also called Fully Mastered Person. Requires, at a minimum, the record to contain first name, last name, street address line 1, AND postal code. Fully mastered persons are connected to all marketing event activities that are associated with that same person. Any marketing event activity or person/patient/consumer data input with sufficient data can establish a Mastered Persons record. Target audiences can be built to include Mastered Persons records only - allowing for very specific and relevant messaging or with Unmastered Persons records. |
| Matched leads | A lead that included enough demographic information to be matched in the Ignite Growth Platform database. Represented as a percentage in Campaign Reporting. Note: there can be multiple leads from the same individual. This number will increase when including Unmastered Persons records in reporting. |
| Member List Batch file | Data submitted in this format are loaded and made available in the WebMD Ignite Growth Platform for audience segmentation to support easy inclusion or exclusion of particular groups of people. |
| new patient | A person whose last encounter with the health system was 36 months or more before the first interaction with the campaign. In reporting, In reporting, the "Total New patients" KPI is a subset of "Total Patients". “Interaction” means either the date you sent your communications (push channels like direct mail and email) or the date the person responded to your campaign (called, completed a form or HRA, etc.). The earliest date of any of those interactions in Ignite Growth Platform triggers the 36-month lookback, then the new patient status is given if it meets the definition. Learn more. |
| new visit | The first visit and all subsequent visits within a campaign tracking period for a new patient (as defined above). Learn more. |
| Niches | Niches 5.0 is a powerful clustering system that classifies every household in Epsilon's national consumer marketing file TotalSource Plus® into one of 26 meaningful groups. Use Niches 5.0 to gain deeper customer insights, identify your best customer or prospect audiences and develop tailored messaging and offers. Niches 5.0 segments are available for audience selection and activation across all channels. Learn more. |
| Non-encounter data |
Also called behavioral data. When loaded into the platform, it can be used to learn more about the behavior and activities of individuals in your market - including patients and consumers with a Mastered Persons record. If not all masterable data is provided to match to an existing record, an Unmastered Persons record is created and can be used for retargeting, nurturing, and reporting.
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| objective |
The specific goal or purpose of your campaign. A subset of overall visits, the objective visits are those:
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| objective patients |
The unique, identified individuals who:
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| online form | Web pages, often used as a campaign's call to action, that prompt individuals to submit information (e.g., request appointment, attend a seminar). Ignite Growth Platform uses the submitted information to identify individuals, matching them to unique records in the database, when the 4 mastering fields. Configure tracking for online forms to attribute form completions, and therefore the identified individuals and their downstream visits/revenue, to a specific campaign. |
| outbound call | A marketing channel where the distribution method for the marketing message is phone calls made by your health system (or a third-party call center on your behalf). |
| overall | Any visit had by identified individuals at the individual level and at the household level who can be tracked back to the campaign. Visits must occur within the time frame specified in the Track Responses up to field in Campaign Settings. |
| paid search | A marketing channel where the distribution method for the marketing message is the placement of ads on the results page of a web search engine based on the specific words searched for by users. Your health system pays to have an ad display based on specific words for which users might search and also for any resulting click-throughs. WebMD Ignite does NOT support data ingestion from third party vendor Google AdWords. |
| Passive utilizer | An individual who receives a push communication, does not complete any calls-to-actions (e.g., form submits) and has downstream visits meeting the campaign objective. Included in reporting. |
| Patient Risk models | Patient Risk models (also known as PDI models) are a type of proprietary WebMD Ignite predictive health models designed to help you identify the health needs for your health system's patients within the next 12 months. The other type of predictive health model is consumer risks. Learn more. |
| Payor category (actual) | Actual payor type associated with the visits patients had with your health system (e.g., Commercial, Medicare). |
| Payor Category model | Assigned payor type, using the Ignite model, for individuals who aren't patients/don't have an acctual payor type associated with their mastered record. Learn more. |
| Perceptual Profiles model | Perceptual Profiles is a psychographic segmentation model that identifies differences in how consumers process and respond to healthcare messaging. It can be used to customize marketing content and increase response rates. Learn more. |
| Percent Matched Leads | Percent of total leads able to be matched back to a Mastered Person record within Ignite Growth Platform. When the "Include Unmastered Persons" is toggled on for Campaign Reporting, this metric will increase because of the application of Lower-confidence linking. |
| pull channels | Media ads placed where the target audience will observe it such as paid search, display, paid social, video. |
| push channels | Outbound communications including direct mail and email. |
| Reach |
Unique individuals (Mastered and Unmastered) exposed to your campaign's marketing message regardless of how they came to view the message. The method by which Reach is counted varies per marketing channel, as follows:
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| Recency Frequency model | The Recency Frequency model, also known as RF6, is a segmentation system that defines an individual's relationship (or lack thereof) with your healthcare system based on how recently and frequently they've had visits. Learn more. |
| remainder | In Audience Insights, the number of individuals who are members of your Overall Audience but who do not fall into an Audience Group of your target audience. |
| response activity | The behaviors (by individuals) we consider the result of a campaign: visits, pageviews, web sessions, inbound calls, online form completions, and health risk assessment (HRA) submissions. |
| Return on Investment/ROI | Return on investment = Attributed financial value (from pull and push channels) divided by cost of the campaign. Calculated using control group methodology. |
| service line | Service lines group medical visits in a meaningful way - based on the "why" instead of the commonly used "what". With assistance from data experts, WebMD Ignite mapped the following types of medical codes to a standard set of service lines: MSDRGs; ICD-9 procedure and diagnosis codes; ICD-10 procedure and diagnosis codes; CPT procedures; and HCPCS procedures. Your health system may also be sending its own defined, custom service lines. |
| Segment | See Eloqua segment. |
| Smart Template | Templates built by WebMD Ignite that let you select a target audience using a set of pre-configured criteria. Learn more. |
| target audience | A group of individuals you select by applying criteria that include/exclude individuals based on the characteristics you specify in those criteria. Typically, you create a target audience in anticipation of reaching out to them as part of marketing efforts. In your solution, a target audience is comprised of the Overall Audience, which you can subdivide into even more defined Audience Groups. To launch marketing efforts, you attach a target audience to a campaign. Learn more. |
| timeframe | The period of time during which patient visits have occurred for your health system. |
| total new patients | The campaign dashboard uses a 36 month definition to identify new patients. Individuals who did not have any visit with the health system in the 36 months prior to their earliest contact (not including day of first contact) with the campaign are identified as new. Total New Patients are a subset of Total Patients and not Attributed Patients. |
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unique internal identifier |
A unique number assigned per individual. We use this number to tie communication activity and response activity back to the individual. |
| Unmastered record |
Requires the record to have at a minimum a valid primary email address OR home phone number, mobile phone number but not enough to be masterable. Unmastered records connect only to the activity that generated them. Unmastered records are established from marketing event activity data and ingested into the platform in the following ways:
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| Utilized Patients | Number of patients who had a downstream visit and are part of a campaign - . |
| visits | Instances when individuals use services at your health system's facilities (i.e., encounters). Ignite Growth Platform employs multiple, ongoing approaches to identify individuals associated with visits in order to attribute the visits/revenue to a specific marketing channel and campaign. Using visit information provided by your health system, the platform can match them to direct mail/outbound call lists created or sent to marketing automation (email) for a given campaign. It can also use tracked online forms/health risk assessments submitted or tracked phone numbers used to make an inbound call. |
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Yellow shield |
Icon displayed when a target audience includes ONLY Unmastered records or BOTH Unmastered and Mastered Persons records. Communicate with caution and create more general messaging (e.g., brand awareness, flu shots, etc.), since their data is less complete and personalized messaging isn't possible. |
