The right data at the right time
The technology around data acquisition has become incredibly sophisticated. We can gather health and demographic data from myriad sources, but in spite of the volume we’re able to collect, the context around what we have still matters. If you buy something online, like a travel guide for Australia, suddenly your social media feeds are full of ads for things to do in the country. But what if you had to cancel your trip to Australia and your feed is now full of reminders of the dream trip you’re not able to take?
For more than 20 years, ActiveHealth has been committed to the idea that the right piece of data can change the course of a person’s health. But a recommendation delivered at the wrong time, to the wrong person or in the wrong way isn’t just ineffective, it could be harmful.
We look for opportunities
If you put “health tips” into Google, you get more than 5 billion results in about a second and a half. Mixed in with articles from government agencies and world-renowned clinics are ads for newsletters and subscription services. Most look highly polished and professional, so it would be very difficult for anyone to immediately tell which sites to trust. However, someone searching for this information is actively thinking about their health, and this is a key opportunity to help them change their behavior.
A person’s perception of their health and their readiness to change are critical pieces of information to have as we work to help them understand their opportunities for improvement. There would be little point in trying to engage a smoker who has no desire to quit in a tobacco cessation program. We can make them aware of the support, but it’s unlikely that they will participate. A smoker who indicates they want to quit is another story.
Trust is critical
It’s important that our members know they can trust information they get from us, and that we’re their advocates and cheerleaders as they work on their health goals. However, some information is more effective when it’s delivered by their health care providers, especially information related to chronic conditions.
Advances in technology enable us to create a bi-directional exchange of data with health care providers and pharmacists. The ability to provide data-driven insights into clinical opportunities at the point of care is game-changing. Not only does the member receive the information from us directly, but it’s echoed by people they already trust to help them manage their health.
The art and science of delivering insights
Imagine a baseball player up at bat. They’re watching for a pitch coming in at the right height and speed and when they take the swing and hear the crack of the ball against the bat, they’re off and running. We experience hundreds of those moments in our lives – the moment that puts us in just the right place to achieve our goal. Reaching our members with data-driven health insights is similar. We have the technological ability to recognize an opportunity for health improvement. Just as important, though, is our experience with delivering the insight when it has the best chance for impact. Every day, we help people live healthier lives – and that’s a home run.