Mastered Persons and Unmastered Persons records

Ignite Growth Platform supports various ways to  engage with patients, prospects, and leads (aka Unmastered Persons records) in your market area.

Person record types

When creating audiences, there are 2 record types you can include:

• Mastered Persons records
• Unmastered Persons records

Which record type you choose to include in an audience and engage with is dependent on your campaign strategy, call(s) to action, goal/objective, etc.

Let’s start with what data is required to create each record type.

Continue reading for the full definitions and benefits of each record type (or both) in your outreach efforts.

Mastered Persons records (aka Fully Mastered Persons):

• Definition: these records are created/updated through the mastering/360 degree profile processes (learn more) or from marketing event activity that requires first name, last name, street address line 1, AND postal code. Fully Mastered Persons records are connected to all marketing event activities associated with that same person. Any marketing event activity or person/patient/consumer data input with sufficient data can establish a Mastered Person record.
• Benefits: 100% confidence in ROI reporting! When a campaign target audience includes only Mastered Persons records and all 4 fields on the campaign’s call(s) to action are required, reporting can be relied on with 100% confidence. We know exactly who the targets are along with their relationship with your health system,  preferences,  risk levels, downstream activities, etc. That insight can be used to ensure timely campaign messages are sent, specific to their healthcare needs, letting them know how your health system can help. 

Mastered records are sill our BEST PRACTICE when deciding how much demographic data to request in calls to action.

Unmastered Persons records (aka leads):

• Definition: these records are established from marketing event activity data and require a minimum of valid primary email address OR phone number (home or mobile).  

  Unmastered Persons records include the email address/phone number (and any other information) provided and the type and date of the activity that generated them (e.g., form submitted requesting healthy recipes). Unmastered Persons records are established from marketing event activity data and ingested in one of the following ways:

  • API/direct submissions
    • Web forms
    • HealthAdvisor/Health Risk Assessments
  • Batch files (find guides here)
    • Custom Activity Batch (Campaign ID required for reporting)
    • Call Center Batch
    • Solicitiable List data

• Benefits: when less information is required, increases in form/HRA submissions has been seen (i.e., decreased form abandonment rates), resulting in increased retargeting opportunities. When including  Unmastered records in audiences (either solely or with Mastered Persons records), you're reaching individuals who previously may not have submitted a form due to all mastering required information. 

  When your campaign has a  form, HRA, or other call to action that audience members are directed to and they submit the form or HRA, they will be included in reporting with a toggle switch (learn more) and Lower-confidence linking methodology (learn more) is applied. Additional activities and downstream visits are included in reporting resulting in increased matched leads  and ROI will also likely increase.   

  You may be asking if Unmastered records who are part of audiences are also included in reporting - the answer is no since not enough is known about those individuals. But if/when they engage with your campaign and another Unmastered record is created by that engagement, those new Unmastered records ARE included in reporting.

With "Lower-confidence linking” methodology, it’s possible the match isn’t 100% reliable/accurate (learn more). Even so, it’s beneficial to have an expanded view of the campaign’s impact.  Internal testing has shown a 2-4 times increase in revenue!

Change all forms to require less demographic information? Not necessarily...

Since Unmastered records support call to action flexibility, and support the likelihood of increased form/HRA submissions, it might seem like an obvious action item to update all Ignite Growth Platform campaign forms to require only an email address or telephone number and never require the 4 masterable demographic fields, right? Not necesssarily - in fact, it's important to be intentional when using each type of record.

It’s a strategic decision and not quite that straightforward - and that decision needs to be made for each campaign vs. a cookie-cutter approach. The number of required fields needs to align with the campaign strategy, audience, message, call to action, etc.It’s important to be mindful of the tradeoff between the increased number of available Unmastered Persons records/leads in the platform and our recommended best practice of requiring the 4 demographic fields in calls to action to create Mastered records importance of knowing who our consumers and patients are.
 

Deciding who to include in your outreach efforts

When defining your campaign strategy and objective (what to track to measure the campaign’s impact/success) it’s critical to carefully consider who to include in your audience.  Questions to ask and answer when making this decision: 

• How targeted is your campaign messaging? For example
  • Does an individual’s medical history or risk level for needing specific healthcare services in the next 12 months  need to be known in order for the message to be relevant?
    • Yes - Use only Mastered records to ensure the message resonates with the individuals and shows that your health system knows its patients well.
    • No - Unmastered records can be included for broader messaging like brand awareness, population health topics (e.g., flu shots), etc.

Unmastered records can be created by patients’ responses to a call to action.

• What is the goal/objective of the campaign? For example:
  • Increase volume of knee replacements: Mastered records are more appropriate for this type of communication.
  • General information that is beneficial to anyone (e.g., newsletter): Unmastered records (or both).
• What is the call to action? For example:
  • "Complete this form to receive healthy recipes " (“top of funnel” engagement): only email address or phone fields required.
  • "Complete this form to request an appointment" (“bottom of funnel” engagement): all 4 of the fields for mastering required.
• What reporting is preferred? For example:
  • 100% confidence in results is required: target and report on Mastered records only.
  • It’s acceptable to trade off 100% reporting confidence with a broader view of campaign success: include Unmastered records in targeting (either on their own or with Mastered records - each as a separate Audience Group).

Learn where to access Mastered Persons and Unmastered records in Ignite Growth Platform.