///Tell an Intuitive Story: Why Analytics Matter
March 5, 2015

Tell an Intuitive Story: Why Analytics Matter

By Intouch Team | Category: Data/Analytics |

Data analysis has come a long way in a short amount of time. In the sixteen years Intouch has been building knowledge around how patients and providers behave (and how best to reach them when and where it counts), the capabilities and opportunities to do so have expanded tremendously.

But we also recognize that an overabundance of information without the right analytics can obscure what pieces are actionable.

Go Beyond the Spreadsheet
In ways big and small, data analysis and visualization tools can pinpoint patterns in an otherwise overwhelming, incomprehensible flow of information. In healthcare, that can mean being able to understand and impact an ongoing patient journey. It can even transform a business strategy.

Surrounded by massive amounts of data, analytics allow us to focus on the data that is most valuable to our clients and patients. The true benefit of analytics is that they allow us to create meaningful stories that go beyond spreadsheets.

But perhaps the best way to talk about why effective analytics matter so much is to go back to the real purpose of our work — to understand the patient’s journey throughout their experience. If our data can tell this story, we can help our clients improve their efforts to better that experience and make that journey more pleasant, effective and valuable for the patient.

Synthesize Data Into Meaningful Stories
Consider a patient who receives a life-changing diagnosis. It’s new, and they’re scared. To be part of a system that’s able to help someone through that and get them the answers they’re looking for — reputable answers — is pretty exciting.

We put a lot of thought into what our tracking scheme means for a patient in the end.

The best analytics will not only give you a snapshot of how patients are using a current tool or how a campaign is performing, but they will also help you see information that will spark questions that wouldn’t have been asked before. That combination of insight and direction is what makes analytics truly valuable. If we can spend less time sifting through raw numbers and more time looking at favorable or unfavorable trends, this allows us to jump straight into letting the data speak for us in our recommendations. Our work can help inform smarter marketing and more effective creative.

The goal of any analytics tool should be to synthesize all available data into a story.

Not only that, but to tell the right story in a meaningful and relevant way. Today, interactive analytics platforms are making it possible to find key behavior and new trends in the data almost as quickly as it’s populated.

There is an infinite number of points that we could track, investigate and analyze — every hover-over and scroll, every device used. But the point is not to track every possible motion and look at each and every dimension. Instead of driving ourselves and our clients into “analysis paralysis,” we put a lot of thought into how our work will truly benefit each and every project.

What we track is smart.

Create Clarity from Chaos 
There is no shortage of analytics tools that provide volumes of data and insight, so it’s important to stay focused on why analytics matters. You can invest a lot of time and money on the most robust tools, just to end up drowning in raw data.

To get the most out of our clients’ investments, we collect data in a way that allows for meaningful analysis and clear visualization.

For instance, as more empowered patients look to self-diagnose, the opportunity for pharma companies to reach them and make an impact at that stage increases. Focusing on the right analytics, pharma companies can understand how patients are searching for information and guide them toward reputable sources, providing not only relevant information, but also a sense of comfort and trust during some of the more complex and emotional times of patients’ lives.

Using the right analytics and tracking to understand how patients interact with your program helps make sure they get the information they are searching for.

The right analytics enable the best customer experience.

Deploy Smart, Proactive Planning
As analytics capabilities and platforms grow more powerful, it’s increasingly important to use them to tell meaningful stories. While data can be daunting, using smart processes to aggregate information and formulate it into usable segments empowers us in the right way. It takes us to a place where marketing teams can touch this data in a timely way and even answer many of their own questions on the fly.

Anyone can collect and report numbers. It takes proactive analytics planning and engineering to weave all that information into a meaningful, actionable story.