The Ohio State University Wexner Medical Center
Digital Patient Empowerment
Utilizing Data Analytics, Visualization Tools, and Propensity Models to Personalize Patient-provider Relationships
THE BUSINESS
The Ohio State University Wexner Medical Center (OSUWMC) is a multidisciplinary academic hospital located on the campus of The Ohio State University in Columbus, Ohio. For the past 27 years, OSUWMC has been ranked in the U.S. News and World Report’s Best Hospitals list.
THE PROBLEM
OSUWMC developed a branded, customized myChart app to help patients manage their appointments, prescriptions, and interactions with healthcare providers. The OSUWMC marketing and communications team wanted to identify which members of their patient population would benefit from specific features of the app, with the goal of encouraging app adoption among the patient population.
THE SOLUTION
Futurety undertook a complete analysis of current and past OSUWMC patient populations by combining more than half a million patient records and data sources to build a statistical propensity model that predicted with 70% accuracy a patient’s likelihood of using a branded healthcare app. Futurety built a fully-functioning data analysis dashboard for Wexner Medical Center’s marketing team to use in future marketing efforts. This tool integrated the propensity model with demographic data, which enabled users to dynamically analyze and segment the patient population.
THE RESULTS
Through this analysis, Futurety ranked more than 200 factors by their significance in predicting an individual’s likelihood to use a healthcare app. With these insights, Futurety provided strategic recommendations to identify barriers of app adoption, pinpoint app features that would improve the patient experience, and messaging and channel strategies that resonate with the audience.
Sample of dashboard, including de-identified population data.
