Harnessing Data Analytics for Healthcare Innovation and Market Expansion

For marketers and business leaders in the healthcare industry, data is more than just numbers—it’s the key to unlocking new opportunities, improving patient outcomes, and driving business growth. Healthcare organizations that strategically leverage data analytics can gain deeper insights into patient demographics, personalize care delivery, and enhance operational efficiency. Data also plays a critical role in identifying market opportunities, refining customer engagement strategies, and ensuring compliance.

We invited three Authentic CMOs, Kim Leistikow, Marina Erulkar, and Veronica Williams, to dive deeper into the topic of using data analytics to innovate and expand in the healthcare industry. 

How can healthcare organizations use data analytics to better understand patient demographics and tailor their services for market growth?

Kim: Analytics can be used to gain insights into patient demographics and social determinants of health (SDOH) to develop new service offerings and drive market growth. Given the increasing aging population and the shortage of caregivers, a data-driven approach is essential to effectively managing care and improving health outcomes.

Bringing together clinical data and SDOH data provides a more complete patient picture and allows for better care planning. The insights help to address barriers to care, such as transportation or financial constraints, which prevent patients from seeking timely medical care. Accessibility to care will become increasingly important as well. Both remote patient monitoring and telehealth options can make healthcare more accessible from home. Lastly, data-driven programs can be designed to connect with vulnerable populations and provide proactive, preventive care before health conditions worsen. 

Marina: Organizations should leverage data analytics for better outcomes, however, this must be done in compliance with HIPAA regulations as defined by the U.S. Department of Health and Human Services (HHS). HIPAA requires that personally identifiable information (PII) be protected, and any data used for analytics must be anonymized.

While regulations limit a company’s ability to directly target patients, the general and trend insights that can be analytically-derived can be important. An example of an important demographic-based finding is the increase in early-onset cancers, meaning that various forms of the disease increasingly affect younger adults. This understanding informs healthcare strategies, including recommending relevant screenings at younger ages, thereby detecting any disease and treating it sooner—ideally improving patient outcomes. 

Veronica: Marina did a great job explaining how healthcare organizations use data to better understand patients and tailor their services. I work in unique sectors of healthcare—home health and Applied Behavior Analysis (ABA) therapy. In both instances, our target audiences aren’t our patients; they are referral sources and funding agencies. This means we use data differently than traditional healthcare providers. 

Rather than focusing on patient acquisition, we leverage aggregate patient data to demonstrate to referral sources and funding agencies how we differentiate ourselves from the competition. So, for other organizations who are targeting referral sources, here are a few of the key data points we use and how they inform our strategies:

1. Referral source data & conversion rates

For referral source marketing, I leverage an Account-Based Marketing (ABM) approach, so it is essential that we understand who to target and how best to reach them. We track referral trends to categorize active referral sources, helping us focus our efforts and define the most effective engagement tactics. Tracking conversion rates from referral to active patient status allows us to refine engagement strategies with high-value referral partners.

2. Demographic trends by location

For market growth, we ensure that our services align with the needs of the populations we serve. Analyzing patient age groups, diagnosis breakdowns (e.g., autism spectrum disorder severity levels, primary vs. secondary diagnoses in ABA therapy), and socioeconomic factors by region helps us tailor marketing strategies and service expansion plans. In home health, understanding the percentage of elderly patients needing skilled nursing versus home health aides allows us to optimize our service offerings.

3. Funding source utilization & reimbursement patterns

With constant changes in reimbursement rates, we continuously optimize our payor mix to maintain financial sustainability while maximizing patient care. Tracking which insurance providers, Medicaid waivers, or private payers cover the most services and offer the best reimbursement rates informs decisions about contracting and marketing efforts. Identifying gaps in coverage helps us advocate for policy changes or establish new payer contracts.

4. Clinical outcomes & quality metrics for competitive advantages 

We tailor our messaging to align with the priorities of our referral sources. For example, aggregate patient data on functional progress (e.g., increased independence for home health patients, milestone achievements in ABA therapy) demonstrates treatment efficacy to payors and referral sources. Comparative analysis against industry benchmarks (e.g., hospital readmission prevention in home health or skill acquisition rates in ABA therapy) strengthens marketing efforts and grant applications.

What strategies ensure compliance with data privacy regulations while creating targeted marketing campaigns in the healthcare sector?

Marina: Creating targeted marketing campaigns in the healthcare sector requires a delicate balance among leveraging data insights, adhering to regulations, and respecting patient privacy, a challenge that can be met with thoughtful strategies that prioritize trust and compliance.

Here’s an example: I worked with a healthcare client to build trust and community for patients and caregivers by providing relevant information, expert advice, and different ways to proactively manage their disease. The virtual community became a gathering place as members reported an improvement in the quality of their lives. By contributing value and building that trust, my client benefitted from the number of patients and caregivers who opted into marketing content, which allowed us to directly market to them. 

That stands in stark contrast to the infamous example of the national retailer that developed an algorithm to identify newly-pregnant customers in hopes of quickly capturing the substantial revenue opportunities from that life event. Instead of respecting women’s privacy, the company went charging in with intrusive marketing. In one case, that marketing targeted a teenager whose father went to their local store furious, demanding an explanation. This earned wide, very negative media coverage.

The two examples offer an important distinction: the first provided value, developed trust, and let patients come to them to extend the beneficial experience. The second was self-serving and attempted to grab what they could while violating any reasonable expectation of privacy.

That is an important takeaway: data may provide a wealth of information, however in healthcare, it must be treated with consideration, respect, and sensitivity. This perspective not only fosters trust but also ensures that marketing efforts align with the values of the healthcare sector, where patient privacy and well-being are paramount.

Veronica: In addition to home health and ABA therapy, I also work with behavioral health clinics whose target audience is their end user (patient). Staying compliant here has always been a bit tricky because there are very specific guidelines about how you can talk about behavioral health issues, like depression or PTSD. But recent changes to Meta’s policies make it even more important to stay on top of things when it comes to compliance. 

As of January 1, 2024, Meta (Facebook) stopped allowing healthcare organizations to use tracking tools like the Meta Pixel, Conversions API (CAPI), and App Events API in ways that could collect or transmit protected health information (PHI). This means any marketing that relies on website retargeting, conversion tracking, or patient behavior data needs a serious compliance check to avoid potential HIPAA violations.

So, how do we keep marketing efforts effective without crossing any privacy lines? Here are a few key strategies

1. Audit and adjust tracking tools

• Double-check what’s running on your site. If you’re using Meta Pixels, Google Tag Manager, or other tracking tools, make sure they aren’t collecting PHI—this includes anything tied to patient portals, appointment booking pages, or diagnosis-specific content.
• Turn off automatic data sharing. If you’re still running ad campaigns, manually control what data gets sent to Meta to avoid unintentional HIPAA violations.

2. Get explicit consent for marketing

• If you’re marketing to your patients, you need their permission. Make sure your consent forms clearly state how their information might be used for marketing purposes.
• Offer an easy opt-out. People should be able to unsubscribe or remove themselves from marketing lists without jumping through hoops.

3. Work with HIPAA-compliant vendors

• Not all marketing tools are created equal. If you’re using third-party email marketing, CRM, or analytics platforms, make sure they’re HIPAA-compliant and willing to sign a Business Associate Agreement (BAA). BTW – great news for you inbound aficionados – Hubspot has gone compliant!
• Facebook, Google, and most ad platforms won’t sign BAAs, which means you need to be extra careful about how you use their tracking and audience tools.

4. Use data responsibly

• Anonymize whenever possible. If you’re using patient data for analytics, make sure it’s de-identified so it can’t be traced back to an individual.
• Secure your data. Any marketing lists or lead generation efforts should be stored and transmitted securely, using encryption and access controls. 
• Get control of how your staff is using their personal devices. Allowing patient communications on private devices is a serious compliance risk. 

5. Keep up with privacy laws

• HIPAA isn’t the only concern. State laws like the California Consumer Privacy Act (CCPA) and others are adding extra layers of protection, and it’s important to stay ahead of these changes.
• Be flexible. The rules around digital marketing and healthcare are evolving fast, so be ready to adjust strategies as new compliance requirements come up.

Bottom line: Healthcare marketing doesn’t have to stop due to data regulations— it just has to be smarter. By staying compliant with Meta’s changes and HIPAA rules, we can still reach the right audience without risking patient trust or legal trouble.

Kim: In a past role, I implemented a privacy-first approach for targeted marketing campaigns, leveraging de-personalized data and securing necessary patient consent where required. By collaborating with care teams, we identified high-need populations, delivered personalized outreach that aligned with regulatory standards and patient care objectives. My strategy prioritized HIPAA compliance, data security, and transparency. Additionally, we measured campaign performance from enrollment to engagement and health outcomes, optimizing strategies while maintaining the highest level of data integrity and patient confidentiality.

How can predictive analytics drive new opportunities for service offerings and customer acquisition in healthcare?

Veronica: In the work I do for my current clients, we are just beginning to leverage predictive analytics to identify new referral sources, optimize our engagement strategies, and attain preferred vendor status with funding agencies. By analyzing historical data and market trends, we aim to pinpoint new service opportunities, refine outreach efforts, and improve service alignment with payor requirements.

1. Predicting high-value referral sources (home healthcare)

We’ve been analyzing historical referral patterns to determine which referral sources are most likely to send patients needing home healthcare. Assisted Living Facilities (ALFs), Transitional Care Units (TCUs), and the Veterans Administration (VA) have emerged as key sources, but understanding which partners are most effective—and why—is critical to optimizing our efforts.

By prioritizing outreach to high-converting referral sources, we focus our sales and marketing resources where they will have the greatest impact, ensuring a steady pipeline of qualified patients.

2. Expanding referral networks

We’ve been analyzing demographic and service utilization trends to identify emerging referral sources in growing or underserved markets, allowing us to build relationships with new partners before competitors, positioning us as the go-to provider for home healthcare services.

3. Understanding Payor & Funding Trends

For my ABA therapy clients, securing preferred vendor status with funding agencies requires that we understand payor behavior and reimbursement trends. So, we analyze which payors consistently approve services and offer favorable reimbursement rates, ensuring we optimize our funding mix to sustain patient care while maintaining financial viability.

Kim: Aging consumers want to live at home as long as possible. Easy to use, discrete technology in partnership with health plans and healthcare providers are empowering adults to live independently for longer. The unique data collected through wearable and passive home technology provides both connection and insights about their regular activities in the home, their mobility and location. Care teams leverage the unique data collected and advanced analytics to deliver individualized care plans that identify health concerns early, and help reduce the likelihood of falls or other causes for emergency hospitalization.

Analytics are key to delivering better health outcomes for individuals by identifying health conditions and concerns early and then proactively engaging with them to develop personalized health plans to address specific conditions before they become problematic.

Marina: Predictive analytics offers healthcare organizations a powerful source of intelligence from which significant opportunities can be made.

Here’s an example: I worked with a medical device client operating in a recurring revenue model. Once purchased, the lion’s share of revenue came from its usage. From analysis, we understood that physicians’ recommendations were the most influential in purchasing my client’s device. To drive patient acquisition, the client ensured that physicians were confident in their recommendations—and that my client’s brand was top-of-mind.

Device registration data was crucial for several reasons. We offered patients the option to opt in, setting expectations that our marketing messages would be beneficial to them. Opt-ins opened opportunities to directly market to patients. Through that marketing, we motivated device usage, thereby improving outcomes and driving recurring revenue.

Additionally, predictive analytics projected when patients would need replacement devices, allowing us to market new models with innovations that met emerging needs. We kept patients in the brand, continued to support better health outcomes, and extended profitable recurring revenue. By leveraging predictive analytics, we drove predictable, profitable business growth while we supported better patient outcomes. 

Interested in how an experienced CMO could help your organization achieve healthy growth through data-driven decision making? Reach out to us today!