Organizations use propensity models when they want to target resources, marketing efforts, or interventions more efficiently. In healthcare, propensity models are valuable tools for understanding healthcare consumer behavior. They usually leverage de-identified clinical and consumer data, demographic information, and other relevant data to predict health-related behaviors or conditions.
For example, propensity models can be used to predict the likelihood of patient engagement in healthcare programs, adherence to treatment plans, or participation in preventive care activities. This information can be used for targeted preventive measures, early interventions, and personalized health recommendations.
Healthcare marketers can benefit from propensity models, too, by identifying consumers who are likely to have a certain condition or respond to specific health-related campaigns or interventions. For example, a propensity model might be used to pinpoint commercially insured patients in a specific geographic area with a high propensity for bariatric surgery and who are heavy users of social media platforms.
Customizing marketing messages based on predicted propensities can enhance the impact of healthcare promotion, education, and sales efforts. Overall, propensity models play a pivotal role in informed decision-making across industries.