data analytics Archives - Binary Fountain

Standard Google Analytics Reports and Transparency Campaign Tracking

standard-google-analytics-reportsGoogle Analytics is an essential tool for digital campaign tracking. Its interface may look complicated, but it becomes intuitive once you learn your way around the standard Google Analytics reports.

Analytics is well known for tracking external sources of traffic. However, it’s also perfect for tracking the success of campaigns to boost engagement and conversions on your website. Healthcare organizations can take advantage of these tools to implement transparency campaigns and other initiatives.

In this post, we’ll start by defining a transparency campaign. Then, we’ll break down the different types of standard Google Analytics reports. To conclude, we’ll give you specific advice on tracking a healthcare review transparency campaign.

Transparency Campaigns

In a transparency campaign, you would post verified provider reviews sourced from first-party surveys on internal provider profiles. Think of it as creating a doctor review site within your own website.

To start, you’d survey recent patients about their experiences with individual providers. Then, the content of these surveys is used to create ratings and reviews for each of your providers. You would post the feedback on individual provider profile pages hosted on your website. Many of our clients require a provider to collect a certain amount of ratings and reviews before doing this.

Please note, the idea of “true transparency” requires both positive and negative feedback to be posted to provider pages. The only exceptions should be for content issues, such as profanity, HIPPA violations, relevance and related concerns.

Following this logic, “true transparency” cannot be filtered for patient sentiment. We do recommend filtering for inappropriate content, irrelevance, HIPAA compliance violations, and provider misidentification. “True transparency” builds consumer trust and should result in greater visitor engagement and an increase in appointment scheduling.

Here is how to use Google Analytics campaign tracking to track engagement and conversions on your website.

Standard Google Analytics Reports

standard-google-analytics-reports-screenshotTo start, log into your Google Analytics Account.

To your left, you see a navigation bar that lists five categories of standard Google Analytics reports. They’ll appear just above the attribution and admin options. Below are the five types of reports:

Realtime Reports

Realtime reports are for monitoring activity live as it happens on your site. This allows each hit to be reported within seconds of occurring.

These reports give you a real-time look into how many people are on your website.

Additionally, you can see what pages they’re interacting with, and what goal conversions are occurring. They are the only “live” reports on Analytics.

Audience Reports

Audience reports help you learn more about your users. Some of these reports include:

  • Demographics of your visitors’ age and gender
  • Interests of your visitors based on Google’s knowledge of their other searches and site visits
  • Geo(graphic) information about the locations and languages your website is being viewed in
  • Behavior reporting, including your ratio of new vs. returning visitors and engagement statistics
  • Technology reports on what browsers your website is being viewed in
  • Mobile usage reports, for understanding your ratio of mobile device to desktop visitors
  • User Flow through your website, which visually shows the digital journeys your users are taking when navigating your site

Acquisition Reports

Acquisition reports show where your website traffic is coming from. Under this section, you’ll find very useful reports for beginners, including:

  • Overview report, which allows you to quickly see the types of traffic acquisitions your site is making
  • Channels report, which shows you categories of traffic sources your website is receiving, such as direct, referral, and social
  • Source/Medium report, which breaks down the specific sources of your traffic according to UTM tracking codes
  • Campaigns report, which shows you which specific campaigns are drawing in traffic according to UTM tracking codes

Behavior Reports

Behavior reports tell you how your visitors are interacting with your content. Useful reports to track include:

  • All Pages report, which ranks your top webpages
  • Landing Pages report, which shows the top webpages your users are beginning their digital journeys on
  • Exit Pages report, which shows the top pages users are leaving your site from
  • All Pages report, which gives you insight into individual page performance
  • Content Drilldown report, which gives you insight into how separate sections of your website are performing

webinar-covid-19-reopening-listingsAdditionally, you may also want to explore the Site Speed report for suggestions on how to make your website load faster.

Conversion Reports

The final group of reports is the conversion reports. They contain a family of reports that use the goals you created during the account setup process.

  • Goals Overview of goal completions, the monetary value of those goals, and more
  • Goals URLs that goal completions occurred on
  • Reverse Goal Path to help you understand the paths your users are taking on their journey that result in goal conversions
  • Goal Flow to discover the source of goal-completion paths by source, campaign, medium, and more.

Tracking a Transparency Campaign Using Standard Google Analytics Reports

In this section, we’ll show you how to use standard Google Analytics reports to track a healthcare review transparency campaign.

Behavior Report Tracking

Let’s start by tracking visitor engagement. Behavior reports are the section of Google Analytics that can show you what pages your visitors are engaging with.

The report we’ll look at is the Content Drilldown report under the Site Content sub-menu. It can show you how the provider profile page section of your site is performing. You can track their performance against other sections of your site, such as a blog or procedure descriptions.

You’ll easily find total page views, unique page views, average time spent on pages, and more. If the campaign is running successfully, you’ll see a large volume of page views, and high average time on page.

Clicking All Pages allows you to see how individual provider pages are performing. It could be useful to understand which provider pages perform best to replicating their success. Additionally, you can use this data to help win provider buy-in into the Transparency program.

Lastly, make sure your provider pages are not ranking highly in the Exit Pages report.

Audience Report Tracking

You could also measure user interest in your profiles by examining digital journeys depicted on the User Flow report under Audiences.

Is a sizable amount of traffic is hitting your provider profiles within the first few interactions? If so, you know you have your audience’s attention.

Conversions Report Tracking

To track appointment bookings, you need to create a goal to measure online appointments if you have not already. Then, pull up a Reverse Goal Path report.

Select your appointment booking goal on the drop-down menu in the top left, just under Reverse Goal Path. What you’ll see below are the paths appointment bookers used to book an online appointment. You’ll know your campaign is working if you see your provider profiles appearing in this report’s previous steps.

A more technical solution for quicker goal tracking is to create a unique destination page for transparency campaign appointment bookings. As a result, you could create a unique campaign goal and track appointments booked from provider profiles separately from other appointments.

Boost Provider Participation with Google Analytics Standard Reports

Passing these metrics on to your providers could help you boost their buy-in to the Transparency campaign. For example, many of our clients start such a campaign with a few providers. They grow the program as metrics from the test group of providers show increased traffic.

Show your providers the positive results and they’ll be asking you to participate.

If you’d like more advice on Google Analytics and transparency campaigns, look into these links:

Setting up Google Analytics for Beginners

google-analytics-for-beginnersGoogle Analytics can seem like a daunting tool for many beginners, but is quite user friendly once you know your way around the platform. It’s hard to imagine an organization in healthcare, real estate, or any other industry that wouldn’t benefit from tracking website traffic in Analytics.

Google Analytics is a powerful tool, but it cannot report on traffic that occurred on your website before being set up. The best time to set this tool up is the day you launch your website, but the second-best day is today. Therefore, we’ve created this guide to help you understand the value of Analytics and to start tracking your website now!

Why Is Google Analytics Valuable for Beginners?

Data-driven decisions are essential to optimizing your website and understanding which of your digital initiatives are successfully creating traffic. Google Analytics is an incredible tool for tracking traffic sources, visitor interaction, and the aspects of your site that convert visitors into customers. Other useful stats you can learn about your website’s audience include:

  • The number of visitors your website is receiving
  • Where these visitors are located geographically
  • The types of devices your visitors are using
  • The pages on your website that receive the most interaction
  • How many visitors are being converted into patients or filling web forms

Google Analytics Set up for Beginners

First, we’ll give you some advice on what not to do: Do not allow your web developer, or anyone else for that matter, to set up your website’s Google Analytics account under their own Google account. Do not do this, even if they ask to do this to manage it for you.

The account that tracks your website’s data owns your website’s data. A parting of ways between you and the account owner would result in you losing this data, forcing you to start over with none of your previous traffic data. If you have already assigned Analytics to a personal account, look to set up new tracking under an account owned by your business.

Step 1: Create a Google Analytics Account and Website Property

If you already created a Google account to use Google’s other services such as Gmail, Drive, Calendar, or even YouTube, create an Analytics account under the Google Apps menu. If you do not already have a Google account, create one now.

This account will be responsible for warehousing all your Analytics data.

One of the first questions you’ll need to answer in the signup process is whether you’d like to track a website or a mobile app. Be sure to select the website option.

Next, you’ll be asked to create an account name, which should likely be your organization’s name. You’ll also need to fill in your website’s name, URL, industry category, and time zone that your business primarily runs on. This will set up your website as a “property.”

Google organizes all these properties in a hierarchy. Your Google Account contains your Google Analytics accounts, which contain your website properties. Properties allow you to set up reporting views. These views allow you to view a specific subset of your data through unique configuration settings.

webinar-covid-19-reopening-listingsNote that:

  1. Primary Google Accounts can have up to 100 Google Analytics accounts
  2. Google Analytics account can have up to 50 website properties
  3. Website properties can have up to 25 views

You need to set up websites as properties under the same Google Analytics account if they are run by the same business entity. If you want to set up Analytics for two websites run by separate companies, you should set them up under two separate Google Analytics accounts.

It’s critical to set up properties under the correct Google Account. You may always rename your accounts or properties down the road however, so don’t stress out about picking the perfect name during this setup process.

Once you have named your account and entered your website information, you’ll also need to set your Data Sharing Settings and get your tracking ID.

Step 2: Install Tracking ID on Your Website

Once you agree to Google Analytics terms and conditions, you’ll get your Google Analytics tracking ID code. This code must be installed on every page on your website to get complete tracking data.

How you’ll install this code depends on how your website is constructed. You need to add the tracking code before the </head> tag on each of your pages. One way to doing this is to copy the HTML code into a word processor and paste it into the provided code. WordPress users can use the Yoast SEO plugin to easily install your code across many themes and frameworks.

You can easily find instructions for installing your Google Analytics Tracking ID code on any website by searching for “[your platform] + how to install Google Analytics.”

Step 3: Setting up Goals

google-analytics-for-beginners-goalsGoals are intended to mark meaningful events on your site. For example, you can set up goals to record visitor signups for a newsletter or visitors booking an appointment. You may set up 20 goals per view.

Goals not only count the number of visitors that complete the goal but also provide insight into the journey that led up to the goal’s completion. If you assign a monetary value to your goals, you can use Google Analytics to determine with goals are bringing in this value. You can also set funnel paths to measure where traffic is entering and exiting a goal path.

The easiest way to start tracking goals is to select “custom” on step one of the three-step goal creation process. Then, on step two, enter in a goal name and select “destination” under goal type. This will take you to step three, goal details.

Analytics tracks destination goals by the visitor landing on a specific URL. For instance, you could track online appointment signups, assuming your website displays some type of confirmation webpage. Patients viewing that page would be a destination goal for your Analytics account.

In the future, you can use the “verify this goal” to ensure your goal is functioning as expected. However, this function won’t work for a tracking ID that’s just been installed. This is because Google Analytics hasn’t had time to start collecting data for verification.

Set up goals for all the important conversion pages on your website. Feel free to experiment with the template and other custom goal types. Note that goals can be created, edited, and changed at any time. They will not affect the front-end performance of your website.

Repeat for Any Additional Websites

Once your initial goals are set, you’ve finished setting up your first website in Google Analytics. Congratulations!

You’ll start to see Analytics data appear in the next 24 hours. In the meantime, set up any other websites your organization owns under your business’s Google Analytics account.

If you’d like more advice on Google Analytics for beginners and other website tips, be sure to check out these links:

4 Use Cases for Natural Language Processing (NLP) in Healthcare

nlp-in-healthcareHealthcare organizations have more access than ever to data-driven technology that can improve healthcare outcomes and drive business opportunities. It’s not easy for these enterprise systems to harness the trillions of gigabytes of health data and web content, but Natural Language Processing (NLP) in healthcare is a promising part of the solution.

As the digitization of healthcare continues, the industry is also looking to make better use of unstructured data. NLP describes the ways in which artificial intelligence systems gather and analyze unstructured data from human language to extract patterns, uncover meaning and formulate responses.  In other words, NLP attempts to get to the heart of language formation and use that understanding to automate and improve human processes.

Leveraged properly, the technology enables providers to automate administrative workflows, invest more time in patient care and improve patient experience using real-time data.

In this article, we will cover the most beneficial uses of NLP for healthcare companies, including benchmarking patient experience, review management and sentiment analysis, dictation and EMR implications and predictive analytics.

Here are some of the top use cases for NLP technology in healthcare:

1. Patient Experience and Value-Based Care

The unstructured clinical record and the patient feedback that comes after a visit contain insights into the patient experience that aren’t available in the structured record. NLP technology can identify these gaps by pulling key words and phrases from free text that will inform care decisions and benchmark the patient experience across physicians and locations.

This type of data mining in healthcare, made possible by NLP, can help reduce subjectivity in decision-making and help organizations deliver better, more efficient care to patients.

Meanwhile, the shift to value-based reimbursement means healthcare organizations need to measure provider performance and identify gaps in care for reporting to payers and regulators.

The value-based care model incentivizes both providers and payers to demonstrate positive patient outcomes after leaving the clinical setting. Data-rich health systems are now using natural language processing to analyze post-care survey feedback, online reviews, social media posts, and many other sources of unstructured text. These insights are key to identifying positive and negative patient experience factors that, if optimized or improved, will lead to higher CAHPS scores and provider ratings.

Use Case:

French research group developed an NLP-based algorithm that would help monitor, detect and prevent hospital acquired infections. It made sense of unstructured data from clinical notes and patient feedback, and used those insights to identify early signs of infections and notify clinicians.

2. Review Management and Sentiment Analysis

In addition to patient experience improvements, NLP can help healthcare organizations manage online reviews in a highly regulated industry.

Natural Language Processing technology can collect and analyze the thousands of healthcare reviews posted every day on third-party listings, finding protected health information (PHI), profanity or other content relevant to HIPAA compliance. It can also quickly analyze and evaluate human sentiment of unstructured comments, along with the context of how they are being used.

In this case study, learn how Temple University Health System leverages Binary Fountain’s NLP technology to analyze unstructured survey responses with an accuracy rate greater than 90%, turning qualitative data into quantitative business intelligence about patient experience.

Many healthcare systems also use text analytics to monitor the Voice of Consumer in reviews, so physicians understand how patients talk about their care and can better communicate using a shared vocabulary. Similarly, NLP systems can track consumer sentiment about your healthcare brand by pulling insights from positive and negative words or phrases within reviews or social media posts.

Use Case:

A Sant Baba Bhag Singh University study found that using sentiment analysis from social media data helped providers improve treatments by understanding how patients talk about their Type-1 and Type-2 Diabetes treatments, drugs and diet regiments.

3. Dictation and EMR Implications

An average EMR record runs between 50 and 150 MB per million records, and the average clinical note record is 150 times as large. To manage that administrative workflow, many physicians are replacing handwriting or typing with voice notes, which NLP tools can easily interpret and add to EMR systems.

This application of NLP allows physicians to automatically transcribe their conversation with patients, which means they can commit more time to improving the quality of care. But its implications go further.

Many of the clinical notes in EMRs are in unstructured form, but NLP offers a way to effectively, and automatically, interpret clinical notes. It can pull details from diagnostic reports and physicians’ letters, ensuring that all relevant information is uploaded to the patient health profile. For example, NLP systems could extract any notes in a patient’s electronic record that mention prescribed medications and if they were effective.

Use Case:

2018 study used NLP to process radiology reports looking for pulmonary embolism and postoperative venous thromboembolism, and found that unstructured data analysis identified 50% more cases than structured data alone.

4. Root Cause Analysis and Predictive Analytics

Another exciting, but more complex, benefit of NLP is how predictive analytics can solve population health problems.

Applying NLP to vast caches of electronic medical records can help identify subsets of geographic regions, ethnic groups or other population segments that face different types of health disparities. Existing administrative databases can’t analyze socio-cultural impacts on health at such a scale, but NLP could pave the way for further research.

NLP-healthcare-use-caseAn often-cited example of this NLP application for healthcare companies is its use for Kawasaki diseases, where delays in diagnosis can lead to critical complications. In a 2016 study, an NLP-based algorithm identified at-risk patients with a sensitivity of 93.6% and specificity of 77.5% compared to notes manually reviewed by clinicians.

At the same time, NLP can be used to analyze unstructured feedback and find the root cause of patients’ concerns or poor outcomes.

For example, healthcare-specific NLP can recognize phrases like “emailed us a video” as a positive sentiment concerning the topic of “Helping Patients Understand” within the “Provider” category. Monitoring long-term trends of sentiment surrounding topics in these categories, like “patient care,” “non-clinical staff” or “facilities,” can help organizations nail down the origins of negative patient experiences for providers or locations.

When patient experience personnel have a true understanding of a patient’s sentiment, they can conduct the appropriate outreach, perform service recovery and build a deeper relationship between the hospital and the patient.

Use Case:

2018 study used NLP to predict suicide attempts by monitoring social media, showing clear indicators of imminent suicide risk by Twitter users who changed their speech patterns on the platform in specific ways. The system’s prediction rate hit 70%, with just a 10% false positive rate.

NLP Made Specifically for Healthcare

Data-driven health systems looking to optimize patient experience, reduce costs and improve care outcomes should consider the myriad insights hidden in unstructured data. With a wealth of patient feedback available, it is imperative for healthcare providers to begin investing and implementing NLP-powered patient feedback management solutions to secure and ensure patient loyalty.

Natural Language Processing is not a one-size-fits-all solution, so NLP systems in the healthcare industry need to understand the sublanguage used by medical professionals and by patients. Binary Fountain’s NLP-driven technology platform was built specifically for the healthcare industry, and can help your organization get the most from both real-time and historical feedback data.

Book a free demo to learn more.

The Critical Role Health Analytics and Information Plays in Your Business

Today, information is all around us. Even large organizations struggle to analyze their most relevant data in meaningful ways. But where manual processes fail, automation provides a solution.

Data plays a major role in every industry, and healthcare is no exception. Healthcare providers can use this crucial data to benefit both the organization and its patients, but only if it can be analyzed efficiently and in detail.

Here we will discuss the critical role health analytics and information plays in your business.

What is Health Analytics, Exactly?

Healthcare analytics is the process by which raw health data is dissected and reconfigured into meaningful, actionable insights. This data includes information like patient history, company expenditure, brand reputation, patient engagement and more.

When analyzed via automated processes like natural language processing (NLP), details and patterns that may have gone unnoticed become transparent so the organization can properly strategize and adjust its operations accordingly.

We will outline the many benefits of analytics in healthcare below.

Provide Better Care for Patients

Healthcare facilities must treat numerous patients every day, all of whom are unique and require individual attention and care. In the past, nurses and doctors had to largely rely on paperwork to maintain records on each patient, which could contain outdated, inaccurate or misleading information. At the very least, filling out and correcting these forms takes precious time for patients and staff. These lapses in efficiency and accuracy can degrade the quality of care given to a patient.

Health analytics and predictive analysis tools, on the other hand, go a long way toward improving patient experience and health outcomes. Patient records can be stored in a secure online database, where they are updated and analyzed to help doctors make accurate diagnoses, develop individual wellness programs, recognize potential health risks, and provide better overall care to each patient.

Manage and Improve Your Reputation

Your brand reputation is directly tied to your organization’s success. And as it turns out, health analytics plays an important role in reputation management, too.

With automated processes that gather online reviews and survey data into a single location in real time, you can easily track your performance on various scales (day-to-day, monthly, year over year) and across different platforms. Health analytics software can also prepare, schedule, and share reports with different teams based on this survey data so everyone stays on the same page.

For a more detailed view of patient sentiment, NLP uses AI to “read” text and find patterns within the data. By processing the text-based data from online reviews and surveys with NLP, you can quickly identify common concerns that require the most attention. Then, you can act upon these insights to improve your operations and reputation moving forward.

Optimize Your Marketing and Engagement Strategies

While maintaining a stellar reputation is crucial for reeling people in, your organization must also reach out to prospective patients and consistently communicate with current ones. Analyzing patient information can help you develop various outreach and engagement campaigns both online and offline.

Based on patient feedback, you can focus your advertising efforts more on services patients appreciate – and less on the services they view less favorably. Healthcare marketing analytics can also help you track how well or poorly certain campaigns are performing. You might find that different demographics are more or less engaged with certain social media platforms, or that you need to narrow your regional outreach, or that you should adjust your messaging based on the target audience.

Of course, all of your healthcare marketing efforts must abide by HIPAA (Health Insurance Portability and Accountability Act) guidelines so all protected health information (PHI) remains secure.

Save Time and Money with Health Analytics Software

The time- and money-saving aspects of healthcare analytics cannot be overstated. As more and more information is stored online, the need for automated data processing becomes increasingly valuable. By investing in these automated solutions, you free up resources to the benefit of your organization. 

Now, staff members can spend less time filing paperwork and more time improving operations, caring for patients, responding to reviews, developing outreach campaigns, and more. Additionally, health analytics gives those in charge of finances a clearer view of costs, ROI and inefficiencies. These insights can help you trim the fat of your operations and better allocate resources – especially when it comes to marketing your practice.

Maintain a Competitive Edge

As a business, you should always strive to outdo yourself year after year. But you are not your only competitor. If you want to steer more patients toward your organization and away from your competitors, you need to know how you stack up against your peers.

Tools like Binary Fountain’s Deep Analytics platform use artificial intelligence to extract key insights from raw data. One such capability on the platform allows you to benchmark your locations against local and national competitors based on aggregated customer sentiment.

By now, it should be clear just how valuable your data is to your organization’s overall success. Truly understanding that data is even more important. Health analytics gives you the insights necessary to acquire new patients, make your current patients’ lives better, optimize your operations and expenditures, and stay ahead of the competition.

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