EHR Data Mining: Start Driving Revenue for Your Eye Care Business
Providing great patient care is the mission of your eye care practice. However, your optometry and ophthalmology practice is also a business—and you need to keep that business alive by achieving revenue goals. Heard of EHR data mining? It’s a term worth knowing if you want to grow your eye care business.
Having a positive cash flow takes more than excellent service and smart operations. It takes marketing and technology like EHR software to guide your strategy. If you want to attract and engage new patients—and retain existing patients—marketing will help you achieve those goals.
The key is to be smart about how you market your eye care practice with limited time and resources. This is how EHR data mining and super find tools help you make smarter business decisions.
Why EHR Data Mining is Important for Your Practice
Data is everywhere. This wealth of knowledge is becoming increasingly important for all modern businesses, including optometry and ophthalmology practices. Because data is everywhere, that also means it can be difficult to manage—especially if you and your staff still rely on paper charts and records.
The definition of data mining is explained well in this post on Medium:
“Data mining is the process of unearthing useful patterns and relationships in large volumes of data. A sophisticated data search capability that uses statistical algorithms to uncover patterns and correlations, data mining extracts knowledge buried in corporate data warehouses.”
You need to be able to access patient data in one centralized place, such as EHR software. Then, you must analyze the data to make practice management improvements. Once you have these insights, you’re ready to create relevant marketing and business analytic campaigns to engage your patients.
Dr. Jay Henry is a prime example of an optometrist who understands the importance of mining electronic health records. He uses MaximEyes EHR software to execute a focused marketing strategy at his practice. With the advanced find tool in MaximEyes, he locates patients with specific criteria and pulls this data in a matter of seconds.
If he is introducing a new extended-wear contact lens, he sends an e-newsletter or postcard to the patients that would benefit the most. Rather than contacting all of his patients about this particular contact lens, he keeps his marketing personalized with a select group.
This marketing strategy educates his patients and encourages them to visit the office. This translates to increased revenue. You can replicate Dr. Henry’s success by leveraging your own EHR data analytics.
“A powerful feature in MaximEyes is the ability to locate patients with specific criteria in a matter of seconds. We can send a letter, postcard, or e-newsletter introducing a new extended wear contact lens to all male myopes over -2.00, who are between the ages of 18-25. Marketing your practice is a breeze with MaximEyes.” – Jay Henry, OD, MS
Simple Ways to Leverage EHR Data Analytics
Every eye care EHR system is a little different with features. One non-negotiable ability for you and your staff is having powerful search or query tools that fully support your EHR data analysis efforts. You might have this ability already, then the question we have for you is this: Are you using this search feature in a way that truly benefits your practice?
Rest assured. If you’re not using EHR data mining capabilities in your software system, know that it’s a commonly underused feature. To jumpstart your marketing strategy, first it’s a good idea to know what those capabilities might look like with an EHR system.
Your optometry and ophthalmology software should allow you to build your own queries on any data field to find patients that meet your search criteria. Built-in data mining tools within your EHR allow you to quickly find all encounters or unique patients. The best systems, like MaximEyes EHR, give you the option to remove a medical condition and clear the search with one click.
Here are a couple of real-world examples from optometrists and ophthalmologists who are using the MaximEyes EHR Super Search Advanced Find Tool (shown below) to advance their practice.
Gather Business Analytics
In addition to marketing, mining EHR data is extremely useful for research studies and for gathering, measuring, and analyzing business intelligence data. Ophthalmologists commonly leverage data mining to search for procedure codes over time or by providers within the practice, and to pull relevant data on procedures or injection units they have performed.
Your eye care EHR should allow you to find information in nearly any field in the encounter, such as: looking up patients using a certain medication, viewing a list of patients that were referred to a provider, and if the practice received a transition of care back.
Find Annual Appointments
Let’s say you want to find patients who have not been in for a visit within the past year, and they do not have any scheduled annual exams on the books. With find tools in MaximEyes, you can quickly locate annual appointments that fit your search criteria and even save it for future marketing campaigns.
Now that you have the right data set to work with, you’re ready to craft and send a personalized marketing message. To create a direct mail campaign, you have the option to print letters, postcards, labels, and the contact list.
This is EHR data mining in action. The goal is to get patients to come into your office, right? With a targeted patient retention campaign, you will reach that goal and be closer to reaching your annual revenue objectives.
Find Billing Codes
Looking for patients who received a service or purchased a particular item? Sifting through data manually would make finding this information extremely challenging. In optometry EHR and practice management software like MaximEyes, you can use billing code finds to easily locate the data you need to generate a mailing or email list.
Send Targeted Communications to Patients
You have the option to run a data search for a specific date range or a before/after date. You’re able to narrow patient results in patient records by generating a script from the specifications you’re looking for. Then you can create and export a mailing list, and work directly with your patient relationship management (PRM) software vendor to send out targeted communications.
For example, you might use Demandforce or Solutionreach to send out text messages or automated phone calls to patients. Nearly 97% of smartphone users text at least once a day. PRM software (also known as patient communication software) uses your exported data from your EHR and practice management software to run targeted campaigns from that list.
You don’t have to concern yourself with data mining logistics with MaximEyes, because an automatic upload to the Demandforce or Solutionreach server happens once a day or at certain times. It’s very hands-off for you and your staff.
Since MaximEyes integrates with PRM services like Demandforce and Solutionreach, you have the robust tools you need to drive successful marketing campaigns with automated reminders, patient surveys, e-newsletters, birthday greetings, recall notifications, and more.
By Mining EHR Data, You Can Drive Revenue
It’s time to start marketing your eye care practice. This way you can be more proactive with your revenue goals instead of reacting when you’re not filling your appointment book.
Mining EHR data means you’re making more data-driven decisions. Over time, this will pay off for your eye care business.
The next time you’re wondering how to grow your practice, use EHR data mining to create personalized marketing campaigns that produce the results you’re aiming for. And, make sure you have the strongest technology to support that strategy.