Leveraging Data Insights - Aligning Market Position with Patient Origin and Web Traffic

Healthcare organizations have an unprecedented opportunity to uncover market potential and strategically allocate resources. By combining traditional patient origin and destination data with web analytics, organizations can gain a comprehensive view of where opportunities lie and how to grow their services effectively.

Using Patient Origin and Destination Data for Market Insights

Healthcare organizations have long used patient origin and destination data to determine where patients are coming from for specific services. For each service line, understanding where a patient begins their journey and the location where they seek care provides invaluable insight. For example, by identifying the top diagnosis or procedure types, hospitals can assess whether certain services are underutilized, overutilized, or being accessed outside their immediate market.

Connecting Web Traffic Data to Identify Growth Opportunities

Today, with tools like Google Analytics, we can take this approach a step further. Imagine taking a similar method of identifying patient journeys and applying it to web traffic analytics. Here’s what we’re finding at Frontier Strategy Partners:

• In our first month of operation, over 2,000 visitors from almost 30 states accessed our website, with Minnesota and Wisconsin leading in numbers.

• Our reach extends outside the US, with visitors from 15 countries beyond the States.

• When we break down device usage, approximately 60% of visitors use mobile devices such as phones or tablets, while the remaining 40% are desktop users.

• In terms of traffic sources, 64% of access comes directly through the web address, indicating intentional and recurring interest. About 32% of traffic originates from social media, and 4% arrives through search engine referrals.

This wealth of information provides a wealth of strategic opportunities to explore:

1. Strategic Market Positioning Based on Patient and Web Data

For healthcare organizations, patient origin data offers an understanding of the geographic and service-based opportunities. In parallel, web traffic data reveals where audiences are exploring services or information digitally, indicating both geographic interest and areas of content relevance. This combination allows organizations to formulate a market strategy that targets communities showing interest both physically and digitally.

For example, in our case at Frontier Strategy Partners, the significant web traffic from Minnesota and Wisconsin reflects potential leads and communities with heightened interest. This insight suggests prioritizing marketing resources in these regions, similar to a hospital targeting outreach in communities sending patients to another facility for specialized services.

2. Enhancing Service Offerings Based on Behavior Trends

In web analytics, the trends in user behavior (such as blogs read or services reviewed) provide direct insight into market demand. If specific blogs about leadership strategy or data-driven decision-making are trending, that can indicate what concerns or interests are top-of-mind for healthcare executives and board members.

Similarly, a healthcare organization that sees a surge in interest around specific services (e.g., orthopedic surgery, cardiology, or telehealth) should consider investing more in those areas. Data-driven insights can highlight where investments in service lines, personnel, or community outreach may yield the highest return on investment.

3. Informing Resource Allocation with Mobile vs. Desktop Usage

In our analysis, approximately 60% of users access the site via mobile devices. This key insight influences how we design our digital offerings and the importance of mobile-responsive content. In a healthcare setting, organizations can determine if mobile traffic is leading and adapt online appointment scheduling, educational materials, or even patient portals to enhance the mobile experience.

4. Measuring Audience Engagement to Tailor Content

One particularly telling metric is the average engagement time per user, which in our case is approximately 5 minutes and 2 seconds. This indicates that visitors are not just skimming the site; they’re taking the time to read and absorb the information presented. For healthcare organizations, this metric is crucial as it reflects the quality of the digital experience and the relevance of the content.

When users engage deeply with certain types of content—such as blogs on strategic planning, patient experience improvements, or financial management—this signals high interest in these topics. With this knowledge, healthcare organizations and Frontier Strategy Partners can tailor content strategies to amplify high-engagement areas and refine less popular offerings.

In essence, tracking engagement time helps prioritize efforts toward content and services that drive meaningful interactions, both online and in person.

5. Identifying Trends to Guide Future Strategy

Analyzing patient and web analytics helps identify trends in how people engage with services and information. For example, if there’s a spike in traffic to blogs or content around strategic planning, physician recruiting, or culture development, it’s a signal that leaders are actively seeking solutions in these areas. Similarly, healthcare organizations can use this approach to fine-tune their communication, focusing on what resonates most with patients and communities.

Conclusion: Merging Physical and Digital Insights for Strategic Growth

By studying the data of traditional patient journeys and digital engagements, Frontier Strategy Partners can help organizations form strategies based on the feedback derived from the market. We can pinpoint where to dedicate resources, how to target areas for marketing, and what trends to leverage. In doing so, healthcare organizations are positioned to grow their influence, strengthen patient engagement, and enhance service offerings in their communities.

Actionable data is more than a valuable tool—it’s the cornerstone of informed strategy. At Frontier Strategy Partners, we believe that by harnessing insights from multiple data sources, healthcare leaders can make strategic decisions that truly impact the communities they serve.