The aim of patient segmentation is to personalize patient engagement resources, thus ensuring that each person’s health needs are addressed more effectively. Patient segmentation uses data from administrative systems or electronic health records (EHRs) to divide a patient population into distinct groups, which can then be targeted with tailored engagement campaigns. To create an effective patient segmentation model, you must first create broad patient profiles to understand how, when, and where to reach each type of patient.

While there are strict guidelines around use of patient health information for marketing purposes, healthcare providers can use their patient list to send communications about their own products or services. For example, a provider can send a flyer about its weight loss program to all patients defined as obese, even if the treatment they received was not for obesity.

Since segmentation models rely on demographic characteristics, geographic location, and medical conditions or history, healthcare providers must take care that patient ePhi is protected. To segment your patient database using ePHI without violating HIPAAA, use a HIPAA-compliant email marketing solution or direct mail provider after obtaining appropriate permissions and opt-ins. By breaking down your patients into primary segments, you can personalize your marketing campaigns, which in turn increases the likelihood of your patients to take desired actions.