What is Big Data in Healthcare Concept

What is Big Data in Healthcare Concept
What is Big Data in Healthcare Concept

Ciftcikitap.com – What is Big Data in Healthcare Concept, Why is it so important for the healthcare industry to use big data? Big data’s influence in the healthcare industry has grown as a result of three significant shifts in the industry as a whole: the vast amount of data that is currently available, rising costs associated with healthcare, and an increased emphasis on consumerism. The use of big data enables healthcare systems to transform these challenges into opportunities to deliver individualized patient journeys and high-quality care to their patients.

Growing Amounts of Healthcare Data After medical records began to be stored digitally, the amount of virtual data that healthcare systems were required to process increased at a dramatic rate. In addition to electronic health records, vast amounts of data can also be collected in a variety of other ways, such as through the use of wearable technology, mobile applications, digital marketing initiatives, social media, and other channels. Because of this, there is an incredible amount of data that needs to be collected, analyzed, and utilized, which has led to the adoption of big data systems and technologies by healthcare organizations.


Costs of Healthcare on the Rise: Costs associated with medical care have skyrocketed across the board in the United States over the past two decades. Currently, healthcare costs account for approximately 18 percent of GDP, bringing the total to approximately $3.4 trillion. This is due in part to factors related to lifestyle as well as regulations imposed by the government. It will be possible for healthcare organizations to discover quantifiable ways to improve both their performance and their efficiency if they collect and analyze large amounts of data. Both your ability to capture a greater market share and the satisfaction of your patients will increase as a result of this.


Personalized Care Is Desired Customers in all Markets Anticipate Exceptional, Convenient, and Personalized Service, a Phenomenon That Executives in the Retail Industry Have Dubbed “The Amazon Experience.” The healthcare industry is not an exception. Customers now expect care that is both convenient and personalized, a new benchmark that healthcare providers must meet. This new model of care places an emphasis on quality as well as engagement and retention among its patients. For the purpose of gaining the insights required to propel this level of personalization, health systems are increasingly turning to big data in healthcare.

How can big data help initiatives aimed at accelerating growth?

The development of propensity models is fueled by big data, which in turn helps to improve marketing outreach and guides the best next action discovery pathways.
The use of propensity models, which are a subset of big data statistical analysis, allows for the estimation of the likelihood that a particular event will take place. Propensity models can be used by marketing departments to score potential targets and identify those individuals who are most likely to respond to particular campaigns and messaging. Marketers are able to improve response rates and cut down on wasted spending when they have more accurate targeting for their campaigns.


Through the use of guided discovery pathways, healthcare marketers are able to evaluate the dynamics of the market without first having to identify a specific service line. When marketing teams integrate diverse information regarding different geographies, physicians, and patients, the result is a high potential for growth in the business. This can result in highlighting valuable opportunities.


Within the context of value-based care, the personalization of communication is an initiative that is of the utmost importance for healthcare marketers. Marketers are able to generate well-informed and personalized marketing messages by utilizing a large collection of information pertaining to customers and patients. Customers are more likely to initiate and maintain an ongoing relationship with their health system if the health system engages in communication that is relevant to their needs and is personalized to their preferences.


Integrated communication is helpful in the process of creating holistic experiences for customers across the care continuum. Big data is absolutely necessary for the process of transforming marketing communication platforms into strategic engagement entities. These platforms include call centers, email, patient portals, and many others. For instance, customer service representatives at call centers who have quick access to data on customers and patients are able to have conversations with patients that are both informative and individualized based on their prior experiences with the healthcare system. An increased level of customer engagement and contentment is achieved as a direct result of the creation of holistic experiences across all touchpoints of care.

What difficulties may arise when using big data in medical care?

When dealing with large amounts of data in the healthcare industry, one of the most difficult challenges is organizing and prioritizing information. Because there is such a vast amount of data available, it is not always easy to determine which specific data points and insights are helpful. Because of this, many businesses have turned to artificial intelligence (AI) and machine learning in order to process this data with exceptional agility.

To ensure that the appropriate individuals have access to the appropriate insights and analyses provided by big data so that they can work in an intelligent manner is another challenge. Even though data on healthcare is collected from a wide variety of systems, organizations still have a responsibility to ensure that key personnel throughout the industry have access to the information in its entirety.


In addition, there are a number of obstacles to overcome when conducting data analysis due to the presence of inconsistent or absent claim data. The fact that each healthcare institution is required to file claims using information obtained from other Hospital Information Systems (HIS) or from input provided by hospital personnel at the time of the encounter contributes further to the complexity of the data. When all of the ambulatory places and service types are taken into consideration, the data becomes even more complicated. As a consequence of this, there are five obstacles that need to be conquered in order to acquire accurate data regarding claims:

Billing systems are fragmented and dated – The data are frequently very “noisy,” meaning that they contain inconsistencies across practices, groups, and even service line specialties. The most important thing is to take into account directional data in conjunction with your knowledge of the geographic market in your immediate area. To put it another way, data should supplement interactions and targeted outreach to physicians rather than replace it.


Patients lack unique identities Data matching wouldn’t be needed if every patient had a unique identity.Until such time as this occurs, it will be necessary to have data matching mechanisms in place in order to search for data irregularities and match the appropriate patient claims.


It is possible for diagnosis and procedure codes to be obscure. Even industry-standard grouper tools are capable of clouding or incorrectly mapping physician activity. It is extremely difficult to acquire perfect data and perfect insights; consequently, you will need to advocate for directional data and learn how to work with it.


The data associated with claims are notoriously unreliable. When dealing with claims data, any field data that is not required for payment has a very low probability of being completed accurately. In point of fact, one of the few mandatory fields for payment is the “rendering physician” via the NPI1 for that provider. Other mandatory fields include the patient’s information, the diagnosis, and the procedure.
The “referring physician” field on available third-party claims is frequently inconsistent, incorrect, or not filled in at all, making it difficult to determine who the physician who referred the patient actually was. Because of all of these differences, some clearinghouses won’t even give you the name of the “referring physician” who filed the claim.

What kind of a future does big data have in the medical field?

As a result of its increasing significance to operational efficiency, big data will be adopted by a greater number of healthcare organizations in the future. In addition, the use of big data in the healthcare industry will continue to assist in making marketing touchpoints smarter and more integrated. In addition, the amount of data that is currently accessible will increase as the use of wearable technology and the Internet of Things (IoT) becomes increasingly widespread. The continuous monitoring of patients by means of wearable technology and the Internet of Things will soon become the norm and will contribute enormous amounts of data to big data stores. With this information, healthcare marketers are able to integrate a large volume of healthcare insights in order to find patients who have the highest propensity for services and keep those patients as customers.