Marketing Data Project for Canadian Healthcare Media Company
Launched in late September 2022, The Health Insider is a Canadian healthcare media network that (a fully-owned subsidiary of RSRS) looks for the insider's perspective to find the answers to the important questions Health Consumers are asking. See https://thehealthinsider.ca/ for more information. The Health Insider is seeking to work on a Capstone project for Marketing data analysis and optimization. At the core of what we are building at The Health Insider is data. via our parent company RSRS, we are fortunate to have an existing database filled with hundreds of thousands of data points that we plan to leverage for email marketing and other purposes. The data, however, is not currently in a format that enables it to be visualized, segmented and extracted by the marketing team.
Writers and Content Creators for Digital Healthcare Publication
People are......health. They put much less faith in their doctors today than in any time in prior history, and are demanding options for treatment that go beyond simply a prescription for one more daily pill. There's a sense that there is more out there worthy of consideration, both within provincial medical systems, but also outside of it. A world of options exist - ranging from the dutifully tested to the anecdotal to the downright irresponsible, and with the added dimensions of DNA testing, genome sequencing, personal data collection and more, the Health Consumer is becoming more informed, enlightened and exposed to a myriad of choices - some of are here and others still yet to come. Our digital publication, The Health Insider (https://thehealthinsider.ca/ - a fully-owned subsidiary of RSRS) looks for the insider's perspective to find the answers to the important questions Health Consumers are asking.
Healthcare Content Creation for Digital Publication
People are......health. They put much less faith in their doctors today than in any time in prior history, and are demanding options for treatment that go beyond simply a prescription for one more daily pill. There's a sense that there is more out there worthy of consideration, both within provincial medical systems, but also outside of it. A world of options exist - ranging from the dutifully tested to the anecdotal to the downright irresponsible, and with the added dimensions of DNA testing, genome sequencing, personal data collection and more, the Health Consumer is becoming more informed, enlightened and exposed to a myriad of choices - some of are here and others still yet to come. Our digital publication, The Health Insider (https://thehealthinsider.ca/ - a fully-owned subsidiary of RSRS) looks for the insider's perspective to find the answers to the important questions Health Consumers are asking.
Healthcare Content Creation Opportunity for Digital Publication
People are......health. They put much less faith in their doctors today than in any time in prior history, and are demanding options for treatment that go beyond simply a prescription for one more daily pill. There's a sense that there is more out there worthy of consideration, both within provincial medical systems, but also outside of it. A world of options exist - ranging from the dutifully tested to the anecdotal to the downright irresponsible, and with the added dimensions of DNA testing, genome sequencing, personal data collection and more, the Health Consumer is becoming more informed, enlightened and exposed to a myriad of choices - some of are here and others still yet to come. Launching in late September 2022, The Health Insider (a fully-owned subsidiary of RSRS) looks for the insider's perspective to find the answers to the important questions Health Consumers are asking. This project will be focussed on creating content for launch and the first month post-launch.
The Health Insider - Research
The Health Insider places the Canadian health consumer at the center of a drastically changing health delivery landscape. With breakthrough thinking, perspectives, technologies and insights, THI will shine the light on innovative and previously unexplored options in both the medical and general wellness spaces, empowering Canadians to assume a far more participatory role in their own care. We are seeking to hire an intern or student to research LOREM IPSUM
Market Expansion Research / M&A Preparedness
RSRS is a 25 year old company in a niche market. We store, scan and manage mostly health records and have derived much of our revenue from release-of-information services (ie. providing copies of stored medical records to authorized requestors, for a fee). The issue is that it is not a business with recurring income. We also provide general scanning and storage (paper and data) services, although much of the paper storage is contracted out with a small margin left for us and with ongoing storage commitments that require future capital commitments. We need to find new markets and/or new revenue opportunities. We need to have recurring and growing revenues. Currently our business is labour-intensive - disproportionally so as compared with our revenues, due to the fact that scanning medical records is a labour-saddling task, with little room for automation. The opportunities that we can see are: - expanding our scanning services to new and larger markets - buying a building and doing our own storage - finding recurring revenue opportunities emanating from the patients who get their records through us. This one is of interest. Health data is valuable today as is communication with consumers who have known health issues. While respecting privacy guidelines, how might this be leveraged further? We have some thoughts about this that we'd like to have vetted. To consider: which markets align with our current one? Where are there buyers that we have yet to reach? What are the pros and cons to expanding our operations? Where is the best bang for the buck? What legal protocol will need to be considered? We would like this to be partnered with some primary data collection; surveys and research into our present and future consumer to gather insights into buying behaviours and expansion expectations. We need some seasoned thinking here.
Online Presence Overhaul
We need to refresh and update our website and digital strategy to better reflect our leadership position in the industry. Our business is both b2b and b2c, which we likely should be dividing up much more strategically. Our UI and UX must both be addressed. To accomplish this, we believe you could focus on: A thorough understanding of our specialty markets The key messaging and information our customers are looking for A website redesign that establishes and confirms authority, leadership in thought and the confidence to need no competitive comparison SEO reinforcement Calls to action in a market that is very time-sensitive and often a once in a lifetime decision. Ultimately, we want to have a fresh brand look that reflects our commitment to a flawless guest experience and attracts our target customer.
Workflow and Process Optimization and Documentation
RSRS is one of Canada's largest and most trusted health and general records repositories and service providers. For over 24 years, we have served the health and general business sector with document and information management solutions. Over the past 24 years of continuous growth, a number of our undocumented processes have been challenged to deliver more, deliver faster and without error. Exceptions and limitations have posed challenges for our staff to keep up and deliver to the same expected standard. Our ability to document and chart workflows means that we can maintain and foster further growth, train new personnel to perform their tasks with efficiency and consistency. We need help. The task at hand is to: 1) Understand how we currently perform our duties. 2) Understand where and how errors occur. 2) Recommend where and how we can improve 3) Document the improved and vetted process. Ultimately, we would be looking to automate a number of these processes, but their documentation is a definite first step. Scaling our business depends on your help. We expect students will need to do the following: Work closely with the business to identify and analyze core business processes and workflows Research best practices in the industry Interview high-performing RSRS personnel and derive information and insights Define and document systems & processes, including tested improvements. Development of clear and detailed process maps and business requirements Identifying possible issues and risks
Defining & Documenting Systems / Processes
RSRS is one of Canada's largest and most trusted medical records repositories. For over 24 years, we have served both physicians and patients to ensure continuity of care through the release of health information when its needed and where its needed. Over the past 24 years our company has grown quickly and a lot of the processes we use are not documented and have not been recently evaluated. We want to record how our best people are getting stuff done and make sure that there isn’t an even better way to get the job done. We would like students to help us define our systems so that we can efficiently focus your efforts and effectively scale. We expect students will need to do the following: Research best practices in the industry Interview high-performing personnel and derive information and insights Define and document systems & processes in our organization. Make recommendations to improve on current practices. Work closely with the business to identify and analyze core business processes and workflows Facilitating meetings with SME's Documentation of process and work flows Development of clear and detailed process maps and business requirements Identifying possible issues and risks
Where is our best opportunity(ies)?
As a 24 year old company well steeped in medical record storage and patient record transfer, we have more recently been opting in patients to allow us to continue communicating with them regarding "information" concerning their ongoing healthcare management. The question is now: What else can we do for them? How can we monetize the relationship which until now has been a one-time transaction? These are patients who have demonstrated some proactive and out-of-pocket behaviors as it pertains to their healthcare management. I would think that this puts them into a category of consumer that would be of great interest to many for-profit entities. Add to that the fact that we are aware of medical conditions for many of them (permission-based), and we become even more certain of an opportunity here. Please help us figure out where those best opportunities are in enriching these relationships with current patients.
Patient Health Data Analysis
We are planning to launch a consumer health-related digital newsletter offering unique, lesser-known health information, tools, resources, products and services that will command a high degree of attention and engagement by virtue of the data points collected about our target market(s). The newsletter will be presented in 2 formats: One will be of a more general nature for a larger general audience of consumers seeking health related information that will improve the quality of their lives. The second will be a series of vertical offerings specific to those who must manage their health within a specific therapeutic area (ie. diabetes, cardiovascular, autoimmune disorders, etc.) We are seeking students to help us analyze and understand our health datasets (both structured and unstructured) to assist us with additional insights, strategic segmentation and target marketing. Creation / selection of tools to be used in conjuction with our data for real-time queries and reporting. Aggregation and Segregation analyses Identify trends and predictive strategies Isolate unique value propositions emanating from the presentation of the data Help identify qualifying 3rd party offerings for the specific markets