In today’s digital healthcare landscape, understanding patient interactions across touchpoints has become essential for delivering exceptional care experiences. Yet healthcare organizations face a significant challenge: how to gain actionable insights while maintaining strict regulatory compliance, particularly with HIPAA requirements. This is where Tealium Insights for Healthcare is changing the game.

The Healthcare Analytics Dilemma

For years, healthcare organizations in the United States have wrestled with a fundamental dilemma. Regulations restrict these organizations from sharing sensitive health information with analytics vendors. For example, HIPAA regulations prohibit the sharing of sensitive health information with analytics vendors unless these vendors have signed a Business Associate Agreement (BAA). 

In addition, with new patient touchpoints on the rise and new forms of sensitive data being generated, analytics has become even more challenging due to the need for additional data wrangling and advanced compliance needs. This requirement has forced most organizations into making difficult compromises.

The Prevalent Approach to Healthcare Analytics

Many organizations have chosen to restrict and remove data – or anonymize it – before sharing it with non-BAA analytics platforms. While this approach ensures regulatory compliance, it significantly diminishes data fidelity. The resulting insights lack depth and accuracy, making it challenging to truly understand patient behavior and optimize experiences.

Other organizations have opted to work exclusively with analytics vendors who offer BAAs. Though this preserves data integrity, it often means investing in separate solutions for data collection and analytics, increasing costs and complexity while limiting functionality.

Furthermore, healthcare organizations are increasingly fragmented patient data across their digital properties. The pieces of the puzzle are scattered across different systems, making it impossible to see the complete patient journey—and therefore impossible to optimize it effectively. Even when using analytics vendors that sign a BAA, fragmented data means additional data wrangling and, in some cases, multiple-point solutions for various operations such as web analytics, patient engagement analytics, compliance analytics, etc. This further increases the overall cost.

But what if there was a better way? 

A New Approach to Healthcare Analytics

A growing number of forward-thinking healthcare organizations are shifting to integrated data collection and analytics.

What is integrated data collection and analytics? Think of it as advanced analytics at the point of data collection.

Given the disparate nature of patient touchpoints and the volume of patient data being generated, there are significant advantages to being able to collect this data in a unified fashion and generating actionable insights at that point of unified data collection. Specifically, organizations benefit from this approach in the following ways:

• Cost savings due to the elimination of separate solutions for data collection and analytics
• Leveraging existing data pipelines and streamlined workflows
• No additional data wrangling with a flexible data schema
• Insights generated based on full fidelity non-anonymized data (when using a platform that is compliant with privacy regulations

Tealium Insights for Healthcare represents this new approach, offering a secure analytics solution that delivers real-time intelligence while maintaining the highest standards of data privacy.

Tealium Insights for Healthcare – A Closer Look

Tealium’s approach centers on three interconnected capabilities that work together to transform healthcare analytics.

1. Centralized Data Collection and Enrichment – The solution allows organizations to securely capture and unify patient, provider, and donor interactions across all digital and physical touchpoints. Unlike traditional solutions that silo information, Tealium creates connections between websites, mobile apps, call centers, CRMs, etc. This unified approach ensures that any insights that healthcare organizations generate provide a complete picture of the user journey.

2. Privacy and Compliance First – Privacy and regulatory considerations are woven throughout Tealium’s architecture. With built-in consent management, advanced security measures, access controls, comprehensive audit trails, etc. healthcare organizations can confidently collect and analyze patient data while meeting various national (e.g., HIPAA) and regional (e.g., CCPA) regulatory requirements. In addition, the solution comes with a BAA to help healthcare organizations meet their HIPAA obligations.

3. Foundational and Advanced Reporting – Tealium helps organizations transform the collected and unified data into actionable intelligence through intuitive reporting tools accessible to both technical and non-technical users. Whether the organization’s goal is to track and analyze website and mobile engagement, gain insights into key performance metrics to improve audience engagement, or something else, they can achieve it using Tealium’s intuitive reporting and visualization capabilities.

Detailed Insights

Tealium Insights for Healthcare helps unlock detailed insights throughout the patient and user journey. With disparate channels generating patient and user data, the analytics solution that healthcare organizations use should be able to support a variety of use cases and reporting needs.

Below is a sample list of insights and reports that organizations can generate using Tealium:

• Web Analytics
• Mobile Analytics
• Service Line Insights
• Marketing and Performance Insights
• Consent and Compliance Reporting
• Patient and Patient Journey Insights
• Provider Insights
• Donor Insights

Transforming Patient Experiences Through Actionable Intelligence 

What makes integrated data collection +  analytics, and particularly Tealium Insights for Healthcare, truly valuable is how it illuminates opportunities at each phase of the patient journey, i.e., the pre-conversion, conversion, and post-conversion.

For example, during the pre-conversion phase, marketing teams often invest across multiple digital campaigns without clarity on which drives meaningful engagement. With Tealium Insights, they can identify which campaigns generate the highest quality website traffic. By reallocating resources to these high-performing channels and adjusting website navigation to highlight the most-searched physical locations, healthcare organizations can significantly increase appointment requests.

The conversion phase offers equally valuable insights. For example, certain service lines may receive substantial web traffic but convert at lower rates than others. Using Tealium Insights, organizations can identify issues like complicated multi-step scheduling processes, simplify appointment booking for specific service lines, and improve conversion rates.

Perhaps most impactful are the post-conversion insights. For example, healthcare providers can discover which patient demographics are missing follow-up appointments at higher rates. Armed with this intelligence, they can develop personalized communication protocols for these patients, including targeted appointment reminders and digital education about the importance of consistent care. This approach can improve appointment adherence rates.

The Future of Healthcare Analytics

As healthcare continues its digital transformation, the integration of data collection, analysis, and activation is becoming essential. Organizations that maintain fragmented approaches will increasingly find themselves at a disadvantage, unable to deliver the personalized experiences patients and other audiences expect or the operational efficiencies healthcare organizations need to thrive in a competitive environment.

Imagine a future where you can understand user intent based on their behavior with your digital properties so that you can offer them the assistance and resources needed. By identifying various user personas, such as patients, donors, and providers seeking employment, you can deliver in-the-moment experiences that drive the intended business outcome.

Tealium Insights for Healthcare has been created with this future in mind —an integrated platform that enables healthcare organizations to generate and activate insights across the entire patient and customer journey while maintaining strict regulatory compliance. By implementing such an analytics solution, healthcare organizations can make more informed decisions and achieve the following business outcomes:

• Improve patient engagement 
• Improve donor engagement 
• Create personalization at scale
• Improve provider recruitment efforts
• Improve appointment adherence
• Improve treatment adherence
• Reduce care gaps
• Reduce marketing costs
• Increase Return on Ad Spend (ROAS)
• Improve operational efficiency

To learn more about Tealium Insights for Healthcare, contact us here.