Provider Data Management: Backbone of Effective Healthcare Marketing

Without a solid provider data management foundation and strategy, your best marketing efforts may land with a thud, no matter how sizzling your creative is.

// By Jane Weber Brubaker //

It’s not breaking news that when we have questions about anything and everything, our first stop is Google. When patients research a new diagnosis, seek treatment options, or search for a provider, the information they find must be accurate. Often, and for a variety of reasons, it’s not.

Rachelle Montano, vice president of clinical strategy at Loyal

“It’s important to make sure that the data that’s feeding Google and other search engines is accurate and accessible for consumers as they’re looking [for care],” says digital consultant Rachelle Montano, president at Purple Wave Group, and former vice president of clinical strategy at Loyal.

Montano, who presented at a recent eHealthcare Strategy & Trends webinar with Stephanie Scotto, senior manager, web operations at Summit Health, CityMD, and VillageMD, was instrumental in building the clinical taxonomy system that underpins Loyal’s provider data management solution Care Search.

Scotto says, “We have three websites under our belt, but the one in focus today is Summit Health.” Of the three websites, Summit Health so far has what she calls a “very robust provider data management platform.”

Here, we share highlights from the webinar and show how Summit Health centralized its provider data into a single source of truth that enables patients and referring physicians to find the right providers.

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