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Article
Publication date: 1 December 2003

Edward Rafalski and Ross Mullner

Pairing organizational policies and procedures with data mining techniques, healthcare marketing professionals can effectively ensure compliance with the new patient privacy…

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Abstract

Pairing organizational policies and procedures with data mining techniques, healthcare marketing professionals can effectively ensure compliance with the new patient privacy standards established by HIPAA. To ensure compliance, integrated data warehouses can record individual patient requests to “opt‐in” to receiving marketing materials from healthcare organizations, while those patients who “opt‐out” can be excluded from purchased or shared databases. If appropriate steps are taken, marketing professionals can continue to segment and target specific healthcare market niches using data mining techniques.

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Journal of Consumer Marketing, vol. 20 no. 7
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 December 2002

Edward Rafalski

Using data mining techniques, opportunities for improving continuity of care, improving patient satisfaction, and enhancing system revenue were discovered at Sinai Health System…

3583

Abstract

Using data mining techniques, opportunities for improving continuity of care, improving patient satisfaction, and enhancing system revenue were discovered at Sinai Health System, Chicago by analyzing the compliance of patients in prenatal care and subsequent delivery at the hospital with which their primary care clinic was affiliated. This led to the development of a telephone survey used to determine why patients who were receiving prenatal care at the health system’s affiliated primary care sites chose to deliver their baby at other non‐affiliated hospitals. The results of the survey are being used by management and marketing in order to improve processes in ways that would minimize the lost business.

Details

Journal of Consumer Marketing, vol. 19 no. 7
Type: Research Article
ISSN: 0736-3761

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